reCampaign Archiv

Moving Big Corporates – So where does the magic happen?

Konferenz: reCampaign 2015
Sprecher/in: Willemijn de Iongh

veröffentlicht am 30. März 2015

When last did you try to give a good friend critical feedback? Oxfam’s Behind the Brands campaign is one of many global private sector campaigns. It’s “critical friend” approach – calling out bad performance while still celebrating the good – has been praised, ranked and criticised. Almost two years in, the campaign has managed to push food giants such as Coca-Cola and PepsiCo to adopt “zero tolerance for land grabbing” policies, pushed the three largest cocoa producing companies in the world (Nestlé, Mars and Mondelez) to take action on improving women’s rights in their cocoa supply chains and made General Mills and Kellogg commit to setting ambitious emission reduction targets.
So what do these commitments mean in practice? What exactly makes a company move? What are the challenges for outsider vs. insider approach? How do we move from policy to practice? These are questions all campaigners deal with and some are easier to answer than others. Willemijn will tell the
story of the Behind the Brands campaign, share what excites her in this campaign but more importantly give insight into the biggest strategic challenges the Oxfam team is dealing with.