A distinctive approach to sustainability and governance
#Content and stories
#Internal engagement and training
Snam, one of Europe’s biggest gas infrastructure companies, is expanding beyond its historical presence in Italy as European energy markets become more integrated.
In 2013 we were asked to propose a new strategy and structure for the Sustainability section of the corporate website in line with international best practice and to create all new content. The aim was to make the utility’s sustainability commitment relevant to its core business and most important stakeholders while finding ways to explain its “creating shared value” approach in a practical rather than abstract way.
Two years later the increased international exposure forced the utility to explain to an international audience its business conduct, corporate governance and attention to transparency. Given this context, Snam asked us to help develop and implement a new approach to governance communications.
SUSTAINABILITY COMMUNICATIONS STRATEGY BUILT AROUND “SHARED VALUE” APPROACH
We defined a sustainability communication strategy covering priority themes, information architecture, tone, interactivity, integration and page design. This was based on internal interviews and thematic and sector benchmarks.
We also supported Snam defining a new webtree for the Sustainability section and outline of page contents. We wrote all content and supervised visual and video content production.
NEW APPROACH TO BUSINESS CONDUCT AND GOVERNANCE
We set priorities for a new approach to governance communications (using simpler language; focus on Snam people; giving data and objective evidence to support commitment to proper conduct and transparency).
We defined the architecture of a new “Governance & Conduct” section, expanding the scope beyond the traditional corporate governance topics to include opening sections on business conduct, internal control and compliance. We also supported Snam in the content production by:
- Co-writing of all content in English as the primary language in partnership with legal services consultancy ELD International
- Defining the interaction design of all pages and co-ordination with Snam’s web agency for the implementation of the new pages
- Supporting visual communications (video proposal & storyboard)
The new Sustainability section, published in July 2013, enabled Snam to move its online sustainability communications towards best practice and stakeholder needs. The project helped define a new approach to telling the company’s sustainability stories and triggered work to revamp other parts of the corporate domain.
The new Governance & Conduct section, which went live in mid-2015, included an innovative focus on ethics, anti-corruption and compliance activities, and an attention to the role of Snam’s leadership and a clear link to the sustainability strategy.