For TIP, the UN SDGs are a vital part of their work as well as the business strategies of the tire manufacturers they represent. To engage on this topic, TIP prepared a detailed report which they named the SDG Roadmap. In brief, this Roadmap put onto paper how their actions and research have and continue to support SDGs on many topics, including sustainable rubber, pay and job equity, a responsible supply chain, and a lot more.Project Information
When ZN got ahold of this Roadmap, we thought: there must be more that can be done with it. Sure, the document is compelling, but how can we transform it into information that can be easily disseminated to our target audiences? Our answer: to convert it into a mini campaign. In practice, this meant a website to host the key information of the Roadmap and the inclusion of the Roadmap’s information on social media.
As with our other TIP work, our goal was simple: position this organization as a credible and trusted source whose policy positions are based on scientific research.
Our first step when it came to disseminating the Roadmap was research. We did a deep dive into our target audiences, identifying those in the industry, academia, government, and the scientific community who could be good to engage with.
We then analyzed the keywords that are relevant to our target audiences. In this case, some of our keywords ended up being tires (or tyres), sustainability, and circularity, among others. Finally, we took the key topics and information from the Roadmap and used it to build an interactive website for people to browse.
With all this research and development forming the foundation of our campaign, we then moved on to transforming the Roadmap into digestible bits of information.
In other words, we began the process of writing social media content that would engage with the people we had already identified.
We wrote social media posts for all the main channels with copy that drove engagement and enticed people to visit the Roadmap website. We also created static and animated assets and a video to complement the posts.
To engage with our target audience, to bring them together around shared topics, position TIP as a trusted authority, and, ultimately, to drive the conversation and narrative.
With this mini-campaign, we managed to do just that. TIP is now well-positioned on topics of sustainability and circularity with important influencers.