Lloyd’s Register: Launching a High-Stakes Industry Coalition
The maritime industry had invested billions into LNG as a transition fuel before confronting a critical flaw: methane leakage, often undetected, with serious implications for climate impact and industry credibility. Woodrow was brought in to help address the issue by building a new coalition from the ground up. Founding members included some of the industry's most powerful and scrutinised players, such as Shell, BP, MSC and Total, all carrying significant legacy reputational challenges.
Impact
We established the initiative as a credible, action-led response by aligning communications with real-world progress. Announcements were tied directly to practical steps, including onboard trials of methane measurement technologies, grounding the narrative in evidence rather than intent. This credibility became a powerful engagement tool, bringing in manufacturers, operators and regulators beyond the founding members, creating one of the first meaningful pathways to measure and address methane emissions from LNG vessels.
Approach
We designed and launched a new multi-stakeholder initiative to monitor and reduce methane emissions from LNG vessels, building both the structure and the narrative from first principles. This included developing core positioning and messaging across founding members with differing priorities, building the communications infrastructure from announcement through to ongoing engagement, delivering a global launch strategy with a Reuters exclusive, and acting as secretariat over multiple years to maintain momentum and ensure a consistent external voice.
