Understanding attitudes to responsible sourcing in the UK construction sector
Tata Steel is the only construction product manufacturer to achieve the BRE standard BES 6001 for all of its UK steel products. This standard allows companies to demonstrate that products have been sourced responsibly. Tata Steel commissioned a survey to understand industry attitudes and perceptions to using responsibly sourced construction materials. The aim of the campaign was to showcase the results of the survey, to engage with key stakeholders, and to raise awareness of Tata Steel’s sustainability initiatives.
Capturing the opinions of architects, engineers and contractors taken from the survey, BDB gained valuable insight, illustrating the current thinking behind construction product specification and sourcing. These insights were then used to define an integrated communications campaign, presenting Tata Steel’s views on the survey.
BDB used the results from the survey to create an informative report, hosted on a dedicated landing page. The report included a foreword from the UK Green Building Council, with Tata Steel providing insight into the attitudes of the construction industry. A visually appealing infographic and animated video were created, highlighting the key statistics that would resonate with the audience. An external communications campaign to raise awareness of the report included:
• Social media adverts on Twitter and LinkedIn
• PR activity via a press release and feature articles for the trade press
• Eshots to Tata Steel’s database
“Commissioning the survey helped us to understand how the UK construction market perceives the issue of responsible sourcing – and these opinions will help us to improve our approach to market on sustainability issues and responsible sourcing. Working with BDB on this campaign has enabled us to inform our target audience in a compelling and engaging way through a carefully crafted and cost-effective campaign.”
Joanne Ingham, Marketing Communications Leader for Construction & Infrastructure, TATA Steel