Following the appointment of a new CEO, and in response to a dynamic external environment, Woolworths Limited identified the need to develop and communicate a strategic approach to sustainability. The company had produced a corporate social responsibility (CSR) report in 2005, and wanted to develop and launch the sustainability strategy at the 2007 AGM.

The desired outcome was to clearly and compellingly articulate Woolworths Limited’s approach to sustainability, including the context, rationale, commitments and performance targets for six areas of focus.

Our role was to advise and provide input on the finalisation of the areas of focus, commitments and targets, and to write, design and produce a 28-page document, as well as audio podcast version, in time for the launch (a six-week lead time).

As well as providing input on the themes and commitments in the strategy, we developed the content of the document. This involved drafting and editing copy, based on technical papers and presentations (where available), and through discussion with the client.

Our aim was to effectively communicate Woolworths Limited’s strategic priorities to a target audience including staff, shareholders and the wider community.

We also designed the document within the required brand guidelines, and managed the production process for the print edition and MP3 audio podcast.