How does a modest company with good at its heart respond when being an ethical business becomes en vogue?

Friends Provident are a pretty big financial services company that pride themselves track record of responsible lending and being a ‘good’ business since they began in 1832.

However over the past few years the rise of tree huggers and ethical consumers the world over has forced companies to re-consider just how important being a responsible business is. So much so that marketing strategies were changed, new products were developed and so Friends Provident found themselves (at least to an outsider looking in) behind the curve.

With no big initiatives taking place and little to shout about we turned their reporting communications into thought leadership. Discussing some of the difficult issues headlined in the news and turning the tables on their competitors,  by analyzing their efforts in a printed editorial white paper sent out to key stakeholders and opinion formers.

The digital application aimed to make Friends Provident ‘the’ destination for edited CR news and content. Pulling feeds from various sources into a  typographic flash interface.