B Lab UK

Promoting Inclusion in the UK B Corp Community

“It was great working with Adele on this campaign - we met our target and smashed our goals. She came in with some really great ideas that helped us to get really clear on what our strategy should be. She really understood what we were trying to do and helped us execute some content and copy in a really efficient way. It’s rare to find someone who can just come in and really quickly nail the tone of voice and deliver. She was really proactive and communicative which helped us keep everything on track with a fast moving campaign. Working with her was super easy and just a breath of fresh air to have someone come in and deliver against objectives in a really efficient way.” (Annie Olivier)

In 2023, the UK B Corp community set a goal to increase diversity, focusing on bringing in more voices from underrepresented groups across the business landscape. I teamed up with B Lab UK to make this happen, designing a campaign that showcased the benefits of B Corp certification for businesses from all backgrounds.

We created case studies that celebrated the achievements of diverse B Corp leaders, highlighting their social and environmental impact. These stories were then shared widely—through social media, email marketing, and the B Lab UK website—with messaging tailored to resonate with different demographics.

How Copy & Co helped

• Copywriting and content creation:

  • Crafted compelling copy that showed the value of B Corp certification specifically for underrepresented groups.

  • Developed engaging case studies that demonstrated the real impact of B Corp businesses making a difference.

• Campaign strategy input:

  • Provided messaging for a targeted social media campaign, and offered feedback on video content.

  • Wrote and reviewed email campaigns with personalised messaging, driving traffic to the B Lab UK website and encouraging applications.

  • Helped update B Lab UK content with inclusive language and showcased the case studies, making the certification process clearer.

Results

• Increased applications: Hundreds of new applications came in from businesses led by the intended demographic groups, meeting the campaign’s targets.

• Raised awareness: The campaign sparked a significant boost in website traffic and social media engagement, increasing awareness of the B Corp movement among underrepresented groups.