BRAND & COMMUNICATION
February - May 2022
There are many professional associations in Germany, but few are as committed to their own values as the BNW. After a name change, the Voice of Sustainable Business will celebrate its birthday in 2022. Membership numbers are growing steadily but could use a boost. After all, the topic of sustainability and its many facets are more relevant than ever – whether it's the circular economy, renewables, or sustainable mobility.
For its 30th birthday, we developed a membership campaign to help strengthen its standing as #LobbyButGood. To achieve the highest possible reach – and potential new members – we let existing BNW members have their say through reposts and shares. The voice of sustainable business is becoming a reality – and it's louder than ever. The five motifs on current topics represent the range of sustainable companies in Germany: from pioneers of the socio-ecological transformation to young startups – they all call on their network to become members and make the BNW even more assertive.
The campaign, which played out on the channels of the BNW and its members, reached interested entrepreneurs who were not yet part of the association. We also simplified the process of becoming a member and created a clearer user journey on the BNW website. By presenting the added value of membership in a more direct and transparent way, the number of conversations with interested companies – and the number of members – increased rapidly.