Comcast NBCUniversal Taking the “corporate” out of corporate responsibility.

The heart of the CR story: people

The 2011 Comcast NBCUniversal merger created a media and technology powerhouse. But the two companies had distinctly different brands, cultures and priorities.

With the company’s 2012 corporate responsibility (CR) report, we saw a chance to make the most of this transformative moment. A powerful first step toward a unified vision.

As we began planning content for the report, we saw right away that employees on both sides were involved in some really cool social and environmental initiatives. The programs were different, but they had a clear common thread: empowered, energized people making a real difference in their communities.

We spotlighted the people who make Comcast Cares Day the country's largest single-day corporate volunteer effort. We featured candid conversations about diversity with Magic Johnson and ESPN’s Michelle Beadle. We moved beyond the dry corporate speak of traditional CR reports and dialed up the emotion, with fresh language, visual storytelling and the voices of real people.

We saw a clear common thread: empowered, energized people making a real difference in their communities.

Setting a new standard

In 2013 and 2014, we pushed further, taking advantage of Comcast NBCUniversal's strengths as a broadcaster. We introduced rich video and multimedia content, including powerful interviews with civil rights leaders commemorating the 50th anniversary of Martin Luther King Jr.'s 1963 March on Washington.

Since then, we’ve been working with our clients to broaden the report's focus beyond CR and into brand territory. We’re connecting the company’s CR efforts with its strengths as a technology leader. For example, a piece on new cable innovations for people with disabilities reveals Comcast Cable's drive to create richer entertainment experiences for underserved customers.

We see a huge opportunity here—so much bigger than data points and disclosure.

Comcast NBCUniversal is in a position to set a new standard for itself and its industry. By framing CR in ways that spark dialogue and inspire action, we’re helping Comcast NBCUniversal amplify its story and bring more people in.

Award of Excellence, Corporate Brand/Identity—Annual Reports, Business Marketing Association, 2013

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