CASE STUDY
Virgin Atlantic: Films elevate sustainability messages and employee engagement
We developed a creative approach that focused on personality-led films, following employees working in different areas such as uniform, food and flying to show how their every-day work contributes to the sustainability of the business.
Over 32,000 likes, comments, views, link clicks, and shares to date
Shared with an audience of 1.3 million Virgin Atlantic followers
Viewers spent 2,792 minutes watching the films (about 47 hours)
Virgin Atlantic’s annual sustainability reports shine a spotlight on key sustainability actions, internally and externally.
To bring key sustainability issues and narrative to life, we created films in 2018 and 2019 to help VAA’s message to stand out, away from the usual ‘planet Earth’ views. To maximise employee engagement, the films used the voice of real employees to tell the stories behind the journey towards lower carbon emissions and environmentally friendly holidays.
We developed a creative approach that focused on personality-led films, following employees working in different areas such as uniform, food and flying to show how their every-day work contributes to the sustainability of the business.
The 2018 film featured an introduction by the then CEO showcasing work to date and incorporated footage shot for a further four, 90-second films on different aspects of Virgin’s sustainability strategy.
The 2019 films featured stories about the work of the sustainability team in a presenter-led documentary style, with VAA people ‘investigating’ the stories. These included sustainable hotels in Barbados, the decision to stop working with whales and dolphins in captivity in the US, and the latest developments in weight and carbon reduction on flights.
The 2018 Change is in the Air Virgin Atlantic sustainability report was launched, supported by five videos released in stages to align employee engagement with external events.
They were shared with an audience of 1.3 million Virgin Atlantic followers on Facebook, Twitter and LinkedIn as well as 26.8 million Twitter and LinkedIn followers.
The four 2019 films were aimed at passengers as part of the inflight entertainment system and were shared on social media. The film about whales and dolphins was also part of the breaking news story when Virgin announced its decision to stop selling tourist trips to attractions working with whales and dolphins in captivity.
