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Creating for a Global Community
As a B Corp-certified creative agency ourselves, we were already familiar with B Corp Month, so we were excited by the challenge of developing compelling creative that would translate across international territories. Each year, we worked with B Lab Global to devise a central campaign idea that would lend itself to mass adoption and simple translation.
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The Big Idea
B Corp Month is the B Corp movement's flagship annual campaign, so each year the core narrative hook had to be bold, instantly recognisable as a B Corp campaign while retaining a crystal clear idea that was easily translatable.
In 2022, ‘Behind the B’ empowered B Corps from around the world to invite their customers to explore behind-the-scenes of what it means to be a B Corp.
In 2023, ‘We Go Beyond’, explored how certified B Corps are going beyond business as usual, with the campaign giving them a platform to showcase the actions they take to go further than the expectations of their industry.
And, in 2024, our ‘This Way Forward’ concept shone a spotlight on all the ways the B Corp community is moving business forward – creating more inclusive workspaces, improving their climate impact, and responding to the ever-changing issues in the world.
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Championing Change, Not Critiquing Convention
Each year, we were keen to avoid criticising conventional businesses, instead giving B Corps the opportunity to tell their stories and celebrate how they’re creating the change they want to see. While each of the three campaign ideas worked well as standalone narratives, together they also painted a bigger picture of how progress is anything but linear, with each campaign enabling B Corps to share overlapping stories about their past, present and future.
Toolkits for a unified voice
At the heart of each campaign was a practical, accessible toolkit, distributed to B Corps around the world. These toolkits enabled businesses to tell a unified story – while adapting it to reflect their own brand, voice and context.
Each toolkit was built to be flexible and easy to use. They included customisable assets – from campaign messaging to visual elements like stickers, arrow graphics, and templates – designed to work with a business’s own photography and branding. This allowed every B Corp to make the campaign their own, while staying connected to the wider movement.
By partnering closely with B Lab and other B Corps, we made sure every campaign felt globally relevant, locally adaptable, and strategically aligned. The result: strong global uptake, increased internal engagement, and greater external visibility – helping raise the profile and credibility of the B Corp movement worldwide.
