We conducted in-depth stakeholder interviews, comprehensive competitor benchmarking, and media audits, setting the stage for Medtronic to engage in critical industry conversations. We framed a human-centered narrative that showcased how Medtronic's marriage of data, AI, and robotics could drive innovation in the OR and broaden access to quality healthcare.

Our strategy combined compelling storytelling with persuasive data, humanising this crisis through international media outlets. Major tactics included a #HeroesAtSea day, an open letter to Amazon's Jeff Bezos, and a leading op-ed in the New York Times. We coordinated a global horn sounding of the world’s shipping fleet.

The initiative helped bring about a virtual summit on the urgent issue of stranded seafarers, hosted by the UK, and attended by other maritime nations.

Through the eyes of refugee support workers, legal experts, and those directly affected, we saw a truth often obscured by the political clamour. Amidst fear-inducing rhetoric, the genuine human stories and real statistics about migration were fading into the background.

It became our mission to steer the narrative back to the human heart of the crisis.

We braced ourselves for a long-haul legal battle when the first planned deportation flight was halted on legal grounds. As a response, Choose Love helped to fund Asylum Aid's legal challenge against the government in the High Court. We made sure the world heard about this crucial fight - using insights from parliamentary debates to steer our strategy.

We ensured all key legal, home affairs and human rights journalists were briefed ahead of time, as well as giving access to spokespersons whenever a new spike in the story happened. And when the High Court decision came, our campaign machine was ready to ensure our voice was front and centre.

Emphasising the human aspect of ESG data, our strategy promoted transparency and comparability. Leveraging the CEO’s extensive expertise and unique perspective on sustainability, we mapped out a calendar of thought-provoking opinion pieces and strategic media moments. By unveiling compelling data stories that exposed the environmental impacts of corporations, markets, and countries, we sought to inspire meaningful change.

Instead of seeing this as a mere inconvenience for the transport industry, we framed it as a platform to spotlight the invaluable contribution of seafarers to the global economy.

Our strategy wasn't just about answering the 'what' - we wanted to spotlight the 'who'. We worked to integrate the compelling human stories of seafarers into the Ever Given's wider narrative, giving a voice to those who are usually behind the scenes.

Recognising the urgency, Hormuud Salaam Foundation intervened, financing lifesaving equipment and establishing the country's first public oxygen plant. But they knew this was just the beginning. To effectively combat the pandemic, Somalia required the global community's support.

The Foundation's CEO addressed the international media, transforming the plant's inauguration into a platform to highlight Somalia's healthcare crisis. With powerful visuals, we reached out to the world through Reuters, BBC, and other global outlets. We placed an opinion piece by the Somali health minister, underlining the need for international support.

Prior to the announcement, we shared positive news in trade and national press on the company’s performance and category position. We acted as navigators, providing detailed briefings and timelines to the team well in advance of the completion date. Working hand-in-hand with the internal communications lead, we crafted an announcement schedule replete with tailored messaging and pre-prepared communications, all paired with clear dissemination instructions. Alongside this, we developed a robust leak plan, ready to respond swiftly should team members discover the sale prematurely.