Kingfisher is a major global player in the home improvements market, counting B&Q, Screwfix and Castorama among its brands.
Following a review of Kingfisher’s master brand, their current programme of community engagement and key social and environmental issues we created their social purpose platform.
Good Homes Change Lives was designed to support all the consumer and trade brands in the group’s portfolio, setting a clear framework for how the social purpose is reflected across the whole organisation. Aligning this social purpose with their consumer brands reinforced their brand promise and built belief amongst internal and external audiences and communities.
We then worked with them to show what this meant.
I travelled around Europe and the UK speaking to people from Hackney to Bucharest to learn about bad housing from the people experiencing it. It was truly humbling to be invited into their houses to hear their stories, which we collated into micro-documentaries for Kingfisher staff.