Pamela Fiehn

In years past at Royal Caribbean Group, the sustainability reporting had been more of a PR exercise. But the company's new Chief Sustainability Officer wanted a "decision-useful" report for investors and other critical stakeholders. I helped overhaul the report's structure and reporting elements to align with SASB and GRI industry standards and developed a report that was comprehensive and transparent as well as engaging.

PagerDuty was at a pivotal point. Just their second year of reporting on their social impact initiatives, they were adding a complicated layer of ESG progress and performance to the mix. I helped them to create a cohesive vision and content strategy for both a web-based summary and comprehensive PDF report and craft a narrative to tell their powerful and inspiring story.

Supply chain responsibility is a complex topic, even for those familiar with the ins and outs of corporate social responsibility. So when Google decided to create its very first Supply Chain Responsibility Report, the goal was to simplify the complex, and make the content as clear, informative, and engaging as possible.

Google has been a leader in sustainability since the company was founded. In 2016, they were ready to issue their first comprehensive environmental report to the world, and me and my creative team helped them do it. Sifting through mountains of data, stories, and interviews with subject matter experts from around the company, we created a report that was consistent with their friendly and forward-thinking brand, and showcased their impressive achievements in building a sustainable business and corporate culture.

After completing its 2020 Citizenship and Sustainability Goals, J&J wanted to give its employees a shared purpose—and inspire them to take action. I knew to do that, we would need to help them see how the 2020 Goals were connected to the broader mission of the company. Our team created a new worldview for sustainability and citizenship at J&J with a rallying cry of “Better health is everywhere.” The idea was this: no matter if they are inventing a new medicine or finding a path to cleaner air and water, employees are helping to make people and places healthier. We also created messaging with a simple, straightforward structure and conversational tone given that we knew it needed to be meaningful and accessible for a wide range of audiences.

Moody's approached AHA with an ambitious vision for its CSR report and a new social initiative designed promote greater financial inclusion for women and members of untapped groups in developing markets. We helped Moody's rebrand from the ground up, with a name for their new initiative, Reshape Tomorrow™, strategic messaging, and visual guidelines, and then carried the new creative strategy forward to create an engaging CSR report.

I worked with Comcast NBCUniversal each year for more than five years on their annual Corporate Social Responsibility Report. Because they are a media and technology company, their brand offers a unique opportunity for storytelling and brand journalism. I led a team of editors, art directors and writers who worked together like a newspaper crew--interviewing experts, determining the story angles, and finding images that will tell the story at a glance. It's like no other CSR report out there, and because of this, it wins awards almost every single year. The sample here is from 2017.

"Brands taking stands" was becoming the in thing to do. At AHA, we saw brands that did it well, and brand that just didn't get it. We put together this 10-question question diagnostic to help clients understand the issues, the risks, and the opportunities. It's a serious piece loaded with information, but what I love is that the tone is sometimes playful, sometimes a little cheeky, and the art direction is vibrant, modern, gorgeous.

I helped HP with their annual Global Citizenship report for a number of years. A leader in CSR, HP's comprehensive report set an industry standard for transparency and rigor, but its more than 80,000 word count made it a daunting experience for most audiences. I led the creative development of this magazine-style companion piece to the report, making HP's accomplishments in corporate citizenship an accessible, enjoyable read.

I'd heard it so many times from our clients: The language of sustainability and corporate responsibility just makes people tune out. So I decided to do something about it, and led the development of the Unglossary. It's a site to help CR communicators learn why certain words fall flat, and find more inspiring ways to see what they mean