Corporate responsibility is the best policy

Shaw Industries, the world's largest carpet manufacturer, is right in Atlanta's backyard. In 2017 I had the pleasure of working alongside copywriter and messaging strategist Molly Dickinson - of the agency mdash - to revise the 2016 edition of Shaw's sustainability report. (Most of our time was spent editing and developing powerful, compelling language/headlines.) For headlines, we chose to a more inspirational and positive approach, rather than using preachy or call-to-action messaging.

Headlines:

• Because "how" matters.

• Connected by trust.

• Less is more.

• Powered by progress.

• Every drop counts.

• Working together, redefining ‘better,’ delivering our best.

• Investing in people – first.

• Curiosity trumps conformity.

• We don’t climb ladders.

• (Related subhead): We build bridges, skills and careers.

• We take care of each other.

• Looking within, giving back.

• We’re all in this together.

• Every child deserves to dream.

Subheads:

• Finding a better way—every day

• We build community from the inside out.

Molly took the first half of the report, and I worked on the second half. To read my portion of the report click here, or click the image above to be directed to the pdf. You can find the full report here.

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Client: Shaw Industries

Agency Partner: mdash