Putting people front and centre

Against the backdrop of a global pandemic and ongoing racial injustice, Flag helped Ford Motor Company to develop a new people-focused approach for its 2020 sustainability reporting suite, under the theme What Drives Us.

Putting people first

The challenge

Ford wanted to build a microsite that would bring the key topics and material issues to life. The microsite had to do this through stories illustrating how Ford is putting people first, protecting the environment and creating tomorrow together.

Adding a personal touch

The process

We created a short video for the microsite home page that shines a spotlight on Ford’s people and their passion for sustainability. With the COVID-19 lockdown requiring a more creative approach, the video’s voiceover was delivered straight to camera by employees working from home. Accompanied by existing Ford footage, their inspirational quotes show how everyone from across the global business is working together as one team.

Tablet showing the Ford Sustainability website

Bringing material issues to life

The solution

The microsite – built to the highest usability and accessibility standards – employs an eye-catching mosaic design that incorporates moving film to illustrate Ford’s people and the issues that matter to them. These stories also appear in a concise summary report, available in PDF and print formats.

Illustrations of how the company responded during the COVID-19 pandemic to keep its people safe, assist local communities, and produce medical equipment and personal protective equipment are also prominent throughout the full 2020 report, available as a PDF. Compiled in accordance with the Global Reporting Initiative (GRI) Standards: Comprehensive option, it outlines Ford’s progress towards its aspirational goals, from achieving carbon neutrality by 2050 to becoming the world’s most trusted company.

Other key aspects of our work this year included helping Ford to extend its human rights salient issues assessment and develop new action plans across its value chain, and the production of a Climate Change Scenario Report.

A downloads centre for greater transparency

Online, a revamped environmental, social and governance (ESG) reporting hub contains a comprehensive selection of reporting framework indices and other downloads for investors and analysts. They include the UN Guiding Principles Reporting Framework (UNGPRF) for human rights disclosure, Task Force on Climate-related Financial Disclosures (TCFD) responses, Bloomberg Gender-Equality Index survey results and CDP Climate Change responses.

Flag has been helping us to continuously evolve our sustainability reporting since we started working together in 2004. This year, we’re delighted to have focused on people working together to create a sustainable future, and proud that leaders – both current and future – from across our business have been able to tell our story.

Claudya Arana Sanchez Global Sustainability Reporting and Integration Manager, Ford Motor Company

What we did

  • Strategic consultancy
  • Stakeholder engagement and materiality analysis
  • Copywriting and editing
  • Creative and concept design
  • Print design and artwork
  • Web design
  • Web development
  • Information design
  • User interface and user experience design
  • Storyboarding and animation
  • Film and post-production management
  • Production and project management

About Ford Motor Company

Ford Motor Company is a global company headquartered in Dearborn, Michigan, USA. The company designs, manufactures, markets and services a full line of Ford cars, trucks, SUVs, electrified vehicles and Lincoln luxury vehicles, provides financial services through Ford Motor Credit Company, and is pursuing leadership positions in electrification, autonomous vehicles and mobility solutions. Ford employs approximately 190,000 people worldwide. For more information, please visit corporate.ford.com.