Communicating Our Values

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Communicating Our Values

• Steve McIvor
• Director of Values
• The Body Shop International PLC

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Ethics and Business

• More Competitive Naturals Market Today
• Increased Need To Build Integrity And Consumer
  Trust
• More Stakeholder Engagement And Reporting
• Increased Level of Cause Related Marketing

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Domestic Violence The Facts

• 1 woman in 4 will suffer domestic violence from
  men at some time in her life
• In the UK, 2 women die at the hands of partners
  or ex-partners every week
• In 31 of offences children were present in the
  house at the time
• Most violence against women happens behind closed
  doors and remains hidden

Source Womankind Worldwide, UK statistics
Met Police report 2004
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Campaign Objectives

• Increase Awareness Of Domestic Violence
• Raise Funds To Create A Website For Refuge
• Making A Difference Internally And Externally

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More Than A Campaign Stakeholder Focused
Approach

• Employees Introduced Domestic Violence Policy
• Local Community Volunteering with Shelters
• Suppliers And Other Businesses, NGOs, Student
  Groups, The Police Joined In Stretching
  Campaign Reach

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PR Programme

• PR Joint Launch With Refuge And The Sun
• Use Of Public Surveys To Provide New Information
  For Media Pick-Up
• Regional Events to Generate Local Media

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Campaign Outcomes

• Media Coverage Achieved 112 Million OTS (Target
  50 Million)
• 2nd Highest Positive Coverage Amongst Retailers
  By Presswatch
• Refuge 24 Hr Helpline 49 Increase In Calls
• Funds Raised In Stores - 100 000 (Target 60k)
• Refuge Website To Launch In July

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Critical Success Factors

• Issue Relevant To Stakeholders
• Built on Existing Experience and Reputation
• Campaign Partnership brought Expertise and
  Credibility
• Kept Message and Actions Simple
• Engaged Whole Organisation and Other Key Players