Lloyd’s Register Foundation
Presenting positive impact
We love nothing more than a brief that gets our creative juices flowing, so when Lloyd’s Register Foundation (LRF) told us ‘we don’t want another report that’s the same as we have done before; in fact we don’t want it to look like a report, we want people to read it, remember it and keep hold of it’, it was a challenge that sounded right up our street.
LRF focuses on meeting the most pressing global safety challenges and enhancing the safety of life and property at sea, on land, and in the air. It does this by supporting high-quality research, accelerating technology to application, and through education and public outreach.
When your mission statement is as bold as ‘Engineering a safer world’, it’s important to support it with evidence of the positive impact you are making – and this ethos was at the heart of our communication solution.
The multi-channel Impact Review, entitled ‘People and Places’, celebrates the incredible achievements of the people and projects the Foundation has supported over the last 12 months and provides a snapshot of the enormous progress made in advancing public safety.
This year’s review took a different approach to make it as engaging as possible: it was focused on real people and stories of how they are helping, presented in a clear, succinct and emotive way.
We conducted a series of interviews with programme partners to tease out the underlying human side of the stories and develop engaging benefit-led narratives. With case studies located as far apart as Singapore, New York, UK and Guyana, we commissioned and directed local photographers to capture intimate portraits of the people at the heart of the stories.
The fact that everything had to be organised around Covid restrictions obviously made things tougher than normal, but our skill in meeting complex logistic challenges came to the fore.
The stories and imagery were presented through a microsite, social channels and a limited-edition coffee table book, with style and format a distance away from previous ‘corporate looking’ publications.