Purpose Day 2020 –
Internal communications

Mondelēz International’s corporate strategy is to drive engagement with the company’s purpose and establish a more purpose-driven culture. The purpose is the lens through which the company sees the world, providing clear direction for focus and growth. One pillar of the purpose is The Right Way: making snacks that are right for people and the planet – from raw materials to communities and climate. Specifically, this includes using less energy and water, reducing waste and decreasing emissions.

CIPR Excellence Awards 2021 – Mark of Excellence

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The brief

Mondelēz International created a Purpose Day, an employee communications campaign with the ambitious target of mobilising tens of thousands of colleagues behind the company’s progress in environmental sustainability, and building an internal movement to empower them to live more sustainable lives.

Fresh Communication was the design partner, developing an identity and producing supporting collateral. This included infographics, videos, animated gifs, digital posters, yammer cards, t-shirts and handouts, plus a range of toolkits and templates.

The challenge

With 80,000 colleagues in 81 countries, uniting the global workforce behind a single purpose – to positively impact the environment and sustainability – was an ambitious employee communications challenge. Even more so, when the campaign needed to engage colleagues from 150 sites affected by lockdowns during a global pandemic.

The approach

With many colleagues working from home, the approach for the Purpose Day campaign needed to pivot towards mostly virtual activities while still maintaining a feeling of ‘togetherness’ and community, brought to life through engaging collateral.

Under the theme of ‘Getting our Hands Green for the Planet’, the campaign was designed to encourage colleagues to act on a local and individual level to improve environmental sustainability.

And to help colleagues get their ‘hands green’, a number of creative activations and communications tools were incorporated into the day’s events. This included LinkedIn Live sustainability chats, action based social media challenges, a sustainability forum to bring stories to life and volunteering.

The results

The campaign inspired and educated colleagues about the importance of sustainable business and living, all in an unprecedented year of uncertainty. 25,000 colleagues took part in Purpose Day activities, including 12,000 volunteers who made the planet greener (either virtually or in person – masked and socially distanced where safe to do so). And through Purpose Day activities, colleagues saved 157,710 pounds of CO2 emissions and 207,144 kWh of energy.