Royal Mail

The sustainability of DM

Campaign

Strategy

Sustainability

Read how we helped change the sustainability perceptions of Royal Mail and make it a proven channel choice.

Royal Mail - four versions of a poster with the headline 'Discover the circular advantage of mail'

The challenge

Reverse perceptions and talk about the sustainability of mail and paper in a credible way to marketeers

Our strategic solution

Turn complex lifecycle data into digestible bitesize messaging

Which we delivered through

Campaign concept, design, and delivery. Plus: Life Cycle Assessment tool

And brought to life across

DM, Connected TV, Outdoor

Royal Mail poster depicting four different circular objects in the four quarters of the poster, with the headline 'Discover the circular advantage of mail'
Royal Mail poster depicting a wheel on one half and a wind turbine on the other half with headline 'Mail is on a journey to decarbonise delivery'
Royal Mail - four posters being displayed outside on a wall in a row with electric scooters in front and a woman walking past, headline reads 'Discover the circular advantage of mail'
Image showing the Life Cycle of Mail
Royal Mail - various posters in a long line on a wall outside with pavement and graffiti above them.

Resulting in

  • +50% (+15% pts.) in those agreeing that ‘mail is more sustainable compared with other media channels’
  • +30% (+7%) agreeing Marketreach communicated ‘credible information about the environmental sustainability of mail’
  • Gained 25.2m impressions (+88% vs target)
  • Reached 192k marketers and industry decision-makers
  • Communicated to over 135,000 employees
  • Almost 30% of visitors to the site interacted with LCA tool