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

• Crafting messaging and copy that highlighted the value of B Corp certification for underrepresented founders and communities;

• Developing case studies that showcased the real-world impact of B Corp businesses driving meaningful change;

• Shaping campaign strategy, including social messaging, video scripts, and personalised email flows that drove traffic and applications;

• Refreshing B Lab UK content with inclusive language and clearer guidance to make the certification journey more accessible.

Results

Generated a strong increase in qualified applications and digital reach from the campaign’s priority demographic groups.