Royal Bank of Canada
Powering Ideas For People & Planet
Toronto
At Public Inc, we teamed up with the Creative Strategy team to visualise RBC’s ESG strategy framework into a public campaign. This initiative aimed to highlight RBC's diverse environmental efforts across Canada, showcasing the bank's commitment to sustainability and responsible corporate practices.
Role: Art Lead
Agency: Public Inc
I had the privilege to work with: Shalyse McKay, Mark Flanjak, Georgia Cotrelle, Charlotte O’Brien, Ruby Judson, Jill Applebaum, Tess DiFrancesco, Abby Klages, Ana Hangan and Maya Russell as our RBC clients.
The Problem
RBC is widely recognized as a key supporter of fossil fuel consumption in Canada. However, behind the scenes, the bank is actively involved in various environmental and social governance initiatives, supporting climate-positive businesses and startups. This paints a more nuanced and dynamic picture of the organization, offering a more compelling narrative.
Our marketing mission centered on highlighting forward-looking practices, such as Future Launch scholarships, responsible investment initiatives, and efforts to promote diversity, equity, and inclusion in the workplace.
The Results
Launching RBC’s first ESG Commitment Brand Campaign
36% of people recalled seeing the campaign, which is almost double the typical online rate of 19% of existing content.
The key message about RBC helping communities and pushing for a greener economy resonated well, showing a statistically significant +16 increase in message takeaway.
+12 increase in people associating RBC with positive stories and its environmental, social, and governance (ESG) efforts.
