AUTHORING A PROVOCATION PAPER ON HUMAN RUGHTS IN BUSINESS FOR A SUSTAINABILITY-FOCUSED CREATIVE AGENCY
Human Rights has topped the rankings of sustainability priorities two years running, in the BSR/Globescan annual State of Sustainability Survey. With this in mind, Tea & Water, a creative agency that delivers creative solutions for a sustainable future, wanted to build some thinking and conversation around the issue, driving their positioning and supporting new business development. I led the development of a content approach and authored a provocation paper that asks whether creativity, collaboration and communications can play a role in delivering improved human rights within business. It includes four thought pieces with tangible suggestions for sustainability professionals plus six interviews with leaders from across the value chain - from a major UK retailer, to a global tea brand, a Tibetan textile manufacturer and an innovative human rights lawyer. The thought pieces were syndicated on Triple Pundit which, along with an online content strategy, drove significant uplift in traffic to Tea & Water's channels.