Royal Bank of Scotland

The brief

Royal Bank of Scotland wanted to find a way to pull together their sustainability efforts with their deep community values through one ‘creative platform’. We were asked to develop a concept and pilot campaign to authentically communicate the Royal Bank of Scotland’s commitment to transformation through a national organisation enabling local impact.

The challenge

RBS wanted to showcase their community values and drive for positive community-focused influence through an authentic campaign that ‘helps address climate change’. This campaign must be on brand, have clear non-greenwashed messaging and enable positive impact.

The approach

In answering their brief, we proposed the rollout of the Regenerate Fund through a partnership with another of Enviral’s clients; Neighbourly who connect businesses and communities for social good.

The initial phases helped define a transparent language framework, giving them the confidence to create a localised community campaign platform that drove their overarching climate narrative with their localised community impact values. Balancing a humble message that takes responsibility, rather than signalling the need for change was important, with the Regenerate Fund growing out of the banks’ main influence of finance and reach.

The results

The rollout of this impact campaign exceeded RBS’s initial performance goals with a total reach of 51.8m impressions, +38% over the target reach metric. This included numerous behaviour testing analytics with a positive incline in the 1-month rolling figure for the Royal Bank Brand statement ‘helps address climate change’.

Through the public campaign and digital rollout this drove 226 applications for the 50 grants available through Neighbourly which resulted in numerous initiatives decarbonising local communities across the whole of Scotland.