B Lab: B Corp Month Campaign

Campaign ideation and creation for B Corp's annual "B Corp Month", promoting the not-for-profit and generating social awareness.

To develop a unique campaign concept for B Corp Month 2021

To create a campaign "toolkit" for B Corp businesses to utilise over the 30 days

To generate awareness and engagement in B Corp Month from customers and employees

Working closely with the creative lead, I developed three initial concepts for the campaign which could be applied across a range of social and other digital assets. Due to the global scale of the initiative, it was important that the concepts could be easily translated and would be suitable or could be adapted for different awareness levels among differing markets.

#BetterBusiness allows us to build awareness of B Corps and what makes each of them a "Better Business", showcasing their mission and commitment. The simplicity of the hashtag and the tagline 'Better Business is B Corp' makes this campaign accessible to all regions and lends itself to a series of simple and direct messages that are universally applicable, using statistics and facts as evidence. It also has the potential for adaptation among more aware audiences and regions, allowing businesses to create tailor-made content that demonstrates not just "why" but "how" they are a #BetterBusiness.

Having agreed with the client on the chosen concept of ‘Better Business’, I worked with a designer to produce a collection of 12 social assets and accompanying copy, alongside a guide to adapting these for the businesses that wished to do so.

10 million+ global impressions on launch day

20% annual increase in participation by UK B Corps, supported by B Lab UK outreach

20,000 new social media followers across the 30-day campaign