The problem
Kingfisher was looking for a new copywriter who could bring a fresh perspective to its annual Responsible Business Report and UK Modern Slavery Act Transparency Statement.
The brief
Interview leaders from across the organisation, both nationally and internationally, to discover what progress they’d made towards their Responsible Business and Human Rights targets in 2023/24. Write up the findings as structured narratives, adopting a factual, friendly and modest tone of voice for the Responsible Business Report and a more formal, clear and simple style for the Modern Slavery Statement.
The strategy
Responsible Business Report
Weave stories and statistics seamlessly, making the report easy to navigate and engaging for different audiences. Focus on Kingfisher’s four Responsible Business priorities: Colleagues, Planet, Customers and Communities as well as its Responsible Business Fundamentals (the areas it measures and manages to ensure it continues to operate responsibly across the business).
Modern Slavery Statement
Tighten up existing structure and reduce wordcount, recommending graphics where appropriate to simplify complex data. Increase the use of case studies to illustrate the modern slavery approach in action.
The results
While it’s too early to report any external results, I’ve received extremely positive feedback from the team I worked with:
“Carina is an excellent copywriter. She has an amazing ability to bring to life the work we do through her creative writing. She's easy to work with and always up for a copywriting challenge which she addresses head on with such ease.”
Karl Arpon, ESG Engagement Manager, Kingfisher plc