SABMiller :  Illustrating priorities

How a message is delivered sends out its own signals.

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The feature

SABMiller, a UK-based international brewer and bottler, takes a systematic approach to explaining its sustainable development programme. SABMiller maintains a substantial Sustainable development section that includes coverage of its guiding ‘priorities’ in a dedicated sub-section, Our priorities. Ten headings are listed in the left-hand navigation, ranging from Responsible drinking and Water to Human rights and Transparency. Each opens a templated page where tabs provide in-page access to five categories of content: Overview, Background, Approach, Performance and Case studies. Overview, the default tab, links to reports and the relevant Position paper that sets out the company’s views on the subject; and has bullet-pointed summaries of targets for the current and following year and Progress. Case studies provides short fact-focused reports that can be navigated by year (two) and for videos. Each study has right-hand links to the associated country profile (within the section) and brand pages. Performance includes simple charts for group-wide activity over a five-year span.

The takeaway

SABMiller’s priorities include Packaging, and in the context of its sustainable development content it is the packaging that marks out its coverage of Our priorities. Much of the material – the case studies, performance charts, reports, videos, country profiles – is available under separate headings in the section navigation. However, within Our priorities it is sliced, diced and assembled into themed presentations, with in-page tags allowing effortless browsing across the various elements. Overall, the company’s concentration on how it puts its message across sends out some positive signals of its own. Bringing information to the visitor rather than pointing them to it underscores a commitment to reporting – as opposed to recording – its activities. And the emphasis on making it accessible reinforces this in encouraging the viewer’s engagement.
First published 15 August, 2013
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