Evidencing ESG in action
Aviva, the FTSE 100 investments, savings and retirement business, was looking for support in developing a content strategy to connect its new purpose, strategy and corporate social responsibility (CSR) programme.
Approach
Bladonmore created a content plan for Aviva’s main website that was structured around key milestones in its corporate calendar – and aligned with a newly launched corporate strategy. It was designed to promote each of Aviva’s newly-established business divisions and demonstrate their contribution to its CSR programme.
As well as advisory support, we also created a range of content for the site:
- Detailed review of all existing Diversity and Inclusion (D&I) content, benchmarked against key competitors;
- Structure, message development and copywriting for new D&I pages;
- Thought leadership articles promoting Aviva’s social purpose.
As the impact of Covid-19 became increasingly serious, we also helped the business to adapt its online communications. We developed a separate messaging hub that highlighted the support Aviva was offering its people, customers and communities, as well as providing key information around its response to the pandemic.
Result
With the business now under new leadership, Aviva’s social purpose and commitment to D&I are becoming increasingly central to its narrative. Both the advisory and content support throughout a challenging year have helped Aviva maintain a regular line of communication with its key audiences and showcase the strength of its CSR programme.
