United Nations Global Compact

United Nations Global Compact LEAD: Strategy and Video Production


Situation

United Nations Global Compact LEAD is designed to encourage global leaders in the corporate sphere to achieve higher levels of environmental sustainability. It helps them spearhead efforts to introduce corporate sustainability and provides the tools needed to encourage that responsibility within their company culture. LEAD came to Magnet seeking a high-end video to communicate information about its new LEAD Board Programme, an educational initiative targeting corporate board members who are often inaccessible but highly influential. This was to be presented at the 2013 World Economic Forum in Davos, Switzerland.

Solution

In order to ensure this message would resonate with LEAD’s specific corporate audience, Magnet came up with a strategy combining audience identification and target immersion. It was vital to understand who each board member was and to answer the following: How can we reach them? What kinds of messages do they traditionally receive and absorb? How can we craft this message into a video that will successfully impact the target group?

The final product is a video including a scripted segment written for United Nations Secretary-General Ban Ki-moon, interviews with Paul Polman, CEO of Unilever, and Sir Mark Moody-Stuart, chairman of the Foundation for the Global Compact, along with animation and 3D effects added to UN images.

Result

After showing the video at the World Economic Forum, Ingvild A. Sorensen, project manager of LEAD, said the following: “We would like to thank you all for your great work on the LEAD Board Programme video. The Programme was launched in Davos last week and we have received good feedback and a lot of interest to learn more about the program, so we are very happy. We will now follow up with targeted outreach to our companies, and hope to really get the project of its feet the next months.”

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