How to communicate your commitment to SDGs through your content
If your organisation has Sustainable Development Goals at its core, this is something worth communicating, regularly, via your social channels.
Genuine progress should be celebrated – and there are good reasons to share your SDG achievements:
It engages more relevant audiences and stakeholders
It helps informs full transparency on your purpose-led initiatives
It ties your communications strategy back to the vision of your organisation
Yet many brands and organisations seem to be keeping their SDG wins off camera and unsung, perhaps wary of accusations of greenwashing or virtue signalling. Or just unsure of how to build SDG-messaging into their content pipeline.
As well as promoting your brand, communicating your work around a Sustainable Development Goal helps educate and inform readers, and influence peers and competitors to up their game. It’s very much a win-win.
So how do you do it well? In a way that isn’t too repetitive, too self-promotional or too preachy?
Below we look at our favourite SDG-led pieces, and share some insider advice on how to create this kind of content.
Take a solution-oriented approach
Instead of solely talking about the problem, try approaching the SDG in question from a solution-oriented point of view. How is your industry tackling this problem?
This video is rooted in the impact of CGAP’s work on a particular SDG – no poverty – but also takes a gender lens that intersects with SDG 10 – reduced inequalities.
The content is focused on how digital financial inclusion can alleviate both of these. Instead of doom and gloom, it inspires.
Shine a light on those who get left behind
Inclusivity is at the heart of every SDG. No poverty for everyone. Zero hunger for everyone. Quality education for everyone. Look at who gets left behind when it comes to your SDG focus, and shed a light on these individuals.
Bett does a great job of communicating this by focusing on a group that is often left out and at a disadvantage. Using bionic text really helps the point hit home, showing not telling what solutions are being put into place.
Showcase the real outcomes of your SDG-led work
Authenticity is a valuable commodity in this age. Sometimes showing your work on a particular SDG means just that: showing it. Lightsource BP takes us on a tour of one of its smaller solar farms in the most fun and engaging way possible: with a dog.
This shows SDG 7 in action and a great example of how to engage with your audience. Think about what people want to see on social media – not just the messaging you need to share.
Even if you can’t work a dog into it, remember authentic, behind-the-scenes videos get great engagement.
Fit into the news
The World Economic Forum’s annual meeting isn’t about the world of work. But this impactful recap video from The Adecco Group is. Creating content that connects your SDG focus with current events can bring a newsiness to it.
The Adecco Group’s commitment to SDG 8, decent work and economic growth is clear here. The video takes an incredibly comprehensive look at the WEF annual meeting through a work lens, pulling the most relevant points from the four-day event.
Benefits over features: focus on those impacted
In this newsletter, CYBATHLON focuses on the people impacted by the SDG-led work, rather than the work itself. The old adage of ‘benefits over features’ rings true for SDG focused content: what is the actual impact of your work?
Shift the focus from your organisation, to the outcomes.
SDG-led work can be complex: break it down
How does recycled concrete work? If, like Holcim, your topic isn’t something the public knows a lot about, break it down. Educate your audience on exactly how the problem in focus is being solved.
HOLCIM is making great strides towards SDG 11: sustainable cities and communities, and this video spells out exactly how this is being done. From real footage of the work itself to talking heads from those leading the charge, it’s a comprehensive explanation of the project and impact.
Amplify the voices that are championing change
Hearing from the people on the ground, the ones running the programs, meeting communities, planting trees, whatever it may be, adds a relatable human element.
The Global Environment Facility (GEF) highlights its mission of confronting climate change by showcasing some of its event attendees.
There are countless individuals and organisations working towards SDG 13: climate action. Let your audience hear from them.
Celebrate progress being made towards a Sustainable Development Goal
When something good happens, shout from the rooftops! The Inter-Parliamentary Union (IPU) does this very well in this video, sharing an exciting development in the SDG 16 sphere: peace, justice and strong institutions.
None of the SDGs are ‘complete’. But there is progress being made. Celebrating the wins, no matter how big or small, is proof that your organisation and others are taking the SDG-led work seriously. Don’t be shy about sharing good news.
Tell it exactly how it is
Sometimes the connection from your work to an SDG is so clear, it just needs saying.
In this animation the World Business Council for Sustainable Development (WBCSD) explains how collaboration with stakeholders around the planet is fundamental to their success.
The project in question, PACT, has SDG 17, partnerships for the goals, baked into the title: Partnership for Carbon Transparency.
Partnering for impact is very much what we do at The Content Engine.
Get in touch to start growing your audience through great storytelling.
