Brand 10th anniversary CSR initiative
Internal and external communications campaign to launch CSR initiatives that celebrate 10 years of empowering the community.
Challenge
Creating a lasting impact in the community
FWD distinguishes itself from other insurance brands by having a long-term vision for community inclusion. FWD empowers and upskills beneficiaries to live life to the fullest and celebrates long-term partnerships with five community care partners: CareER, Caritas Macau, Hong Chi Association, JA Sparkthedream, and Strive and Rise. Past meaningful initiatives driven by the partnership have shared values with and contributed to the betterment of the Hong Kong and Macau communities.
Sinclair was tasked with highlighting FWD’s core value: “caring” and showcasing the partnerships with the five community care partners internally and externally, demonstrating corporate social responsibility (CSR) and fostering a culture of volunteerism to celebrate their contributions to the community in FWD’s 10th anniversary year.
Approach
Storytelling: Created compelling narratives around FWD's commitment to social inclusion and the concept of '1Oxpport’. Encouraged employees to actively participate in community initiatives while reinforcing FWD's reputation as an industry leader that is socially responsible and empowers everyone's life passions.
Engage: A press conference was held in Macau with media and influencers. The influencers were engaged to promote community integration and to act as key storytellers for FWD's support of Caritas Macau, both online and in the physical store, to build a positive brand image. Volunteer weeks were curated to drive internal engagement and reinforce the brand's values of celebrating life, by combining the elements of the 10th anniversary and community support.
Amplification Owned online social media channels were used to amplify the campaign messages. Sponsored posts and product seedings with influencers to increase brand awareness and maintain the event momentum.
Social Provided booths and photo props for employees to share photos on social media and generate buzz. Produced wrap-up videos highlighting the press conference, volunteer weeks, and interviews with Hong Chi Association's trainer and trainees as testimonials of the CSR empowerment.
Outcomes
- 98 stories across print, online and social media reporting on the brand anniversary and campaign.
- 100% of media articles and social media stories had a positive or neutral sentiment.
- Reached audience of 124 million through public relations efforts alone.
- Over 1,800 employees participated in volunteer activities.
