Ellen MacArthur Foundation
Realising the potential of the circular economy
Winning hearts and minds to drive action
EMF are an incredible organisation dedicated to moving the world and business towards a circular economy. Its pioneering research and insights have the power to revolutionise the way we think about life, work and the environment.
However, this was not being easily translated into a story that people understood. Imaginations weren’t captured and it was unclear what people ‘should do next’.
Appealing to the true nature of the audience
We needed to align everyone behind a clear and inspiring communication framework, aligned to the Foundation and with particular applicability to the New Plastics Economy.
Through primary and secondary research into the people of the organisation as well as their core audience groups, we sought to establish the base values of the people they were communicating to. Through this we developed three creative strategies and narratives, rooted in human insights, to bring the EMF offering to life.