DHL have always been a frontrunner in making logistics more sustainable but communicating these efforts has been varied in approach and piecemeal. They needed to have a vehicle that gave every employee a shared understanding of what the Group was doing and ensure that all external communications presented the same story.
We worked closely with the client sustainability team to build a single narrative, supporting facts and case studies that could give every employee a clear understanding of what the Group had achieved in the past, is doing in the present, and committed to achieve in the future. In parallel, we and the client working group ensured this narrative had the full support of senior stakeholders including the DHL Group CEO so it would be seen as the definitive sustainability narrative for all 600,000 employees across the world.
Strategy
Creative
Studio
For managers, marketing, sales and communications teams: an internal sustainability guide which laid out clearly DHL’s sustainability vision and ambitions was created. It included case studies, and guidance on how to create these, a glossary of terms and FAQs so employees could understand and talk about sustainability confidently, with the facts and stats they needed.
For all other employees: a concertina card with 10 key takeaways and essential facts was created.
Going forward all external communications about sustainability will present a clear overarching narrative and be supported by proven examples and validated data showing how DHL have always been and will continue to be a sector leader in sustainable logistics.
