Dole's 'Dear Leaders of the World': Purpose Told Powerfully

Storytelling about corporate responsibility, purpose and sustainability tends to be feel…corporate. As an admitted “consumer guy,” I spend more time here on the lighter side of topics and marketing efforts from the likes of beer brands, QSR and the footwear and apparel manufacturers on this blog. So, it’s rare that “CSR” campaigns or content catch my eye. Dole’s recent effort bucks the trend.

A few days ago, the food and packaged goods brand announced a six-point plan around a corporate initiative tagged The Dole Promise,” which aims to “increase access to sustainable nutrition, decrease food waste, plastics in packaging and carbon emissions and grow value for the company’s stakeholders, including farmers and shareholders.” The news was encapsulated in a BusinessWire press release which outlined all the quantitative goals and the proverbial “stakes in the ground” the company has set for itself. Not much to see there.

Don’t get me wrong, having been a part of these efforts over my years in communications, there were undoubtedly months, if not years, and thousands upon thousands of hours by so many within the organization to get to such a point — an effort likely forced into rapid acceleration with COVID-19 and the resultant changed state of the world. However, the release and the accompanying business-related press and tactics are par for the course.

What differentiated this one for me was how many more pieces were integrated, layered and brought together and, in particular, the :90 second accompanying “launch film.”

Production with what’s on hand. Purpose without being overly commercial. And the simple, but effective mechanic of the little girl’s note and voice serving as the narrative and driver. It hit me in a way that most “sustainability” communications don’t. The Dole Promise goes on to incorporate the announcement of several partnerships in support of the company’s mission and milestones, as well as the establishment of the Sunshine for All fund, with its own dedicated Internet home.

A strong, holistic approach to what is, at its core, a corporate pledge. I hope that the video sees an uptick from its current 326 views. Having the right pieces is only one part of the equation…knowing how to leverage, distribute and ensure they are seen and engaged with is another…

The message to the “leaders of the world,” though? That remains powerful and true. May our planet be better moving forward.