Case_a2a

a2a's challenge

Develop a road tour in the territories served to engage various stakeholders, using biodiversity as the central theme of the narrative while highlighting the brand's sustainable commitment. Communicate the achievements detailed in the sustainability report both in-person and through a cross-media communication campaign.

The objectives are to:
- Awareness: Introduce the a2a Group in recently established operational territories.
- Reputation: Position a2a as a key player in environmental topics and the circular economy.
- Education: Provide local stakeholders with further opportunities for awareness and education on the highlighted themes.
- Engagement: Encourage participation in events and interaction with the community.

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Coop's challenge

The broader need was to strengthen the sustainability positioning with targeted communication in order to inform and engage consumers and stakeholders in the different territories, along with local communities and new targets. This also led to a request to develop environmental projects in line with the strategy.

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The activity

LifeGate interpreted the strengths and distinctive features of the Brand by outlining approach,
initiatives and communication plans necessary to establish the leadership of Coop.
Among the various activities, LifeGate has
accompanied Coop Italia on the path dedicated to the engagement strategy of its supply chain by being part of the scientific committee of "Coop for Future."
Business-to-business partnerships: the Captain Findus brand is partner in the LifeGate Plasticless project, thanks to the sponsorship of 10 of Coop's 46 Seabins plus 1 Trash Collec'Thore 1 PixieDrone.

The role of LifeGate

Establish a presence in three territories where a2a has recently expanded by creating a new event format designed to make the Group's four pillars tangible through presentations, engagement, and awareness activities.
In 2024, events were hosted in Sardinia (Cagliari), Sicily (Palermo), and Liguria (Rapallo).
The LIFE TALKS format was introduced as stakeholder meetings in these territories, featuring a2a managers and notable guests, with a unified narrative focused on biodiversity.

Key activities included:
- Format development support: Designing an engaging and impactful event structure.
- Innovative presentation ideas for local sustainability reports: Incorporating visual elements, connections with local biodiversity data, and guest interviews.
- Event moderation: Managed by a journalist/host for a professional and seamless experience.
- Keynote speaker scouting: Identifying experts aligned with the themes of biodiversity and sustainability.
- Participant engagement opportunities: Creating spaces like speaker corners for mini-interviews or photo galleries to enhance visibility.
- Event amplification and communication: Utilizing the LifeGate network to maximize reach and impact.

The activity

Support for a2a in presenting territorial reports to stakeholders. LifeGate provided consulting, communication, and content delivery support for a2a’s series of events aimed at presenting their territorial reports.
The initiative included:
- Selecting and alternating key figures: Featuring a mix of a2a leaders, well-known personalities, experts, and keynote speakers to create engaging and innovative dialogues.
- Creating dynamic presentations: Developing visually compelling materials that seamlessly connect global and local perspectives, incorporating evocative imagery and relevant KPIs, breaking away from traditional formats.
- Establishing a Speaker’s Corner: Setting up a dedicated space at each event to capture photos and interviews with key figures, which were then shared on LifeGate and a2a social channels.
- Promoting events: Running an editorial and social media campaign across LifeGate's platforms to amplify visibility.

To further enrich the communication surrounding LIFE TALKS, three special podcast episodes of News dal pianeta Terra were produced. These episodes featured event speakers in discussions with host Giovanni Mori, creating a unique and continuous narrative on biodiversity. Guests included: Valeria Barbi, naturalist
Ruggero Rollini, science communicator and Tessa Gelisio, science popularizer.

This approach ensured a cohesive and impactful communication strategy that resonated with diverse audiences.

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The results in figures

- 46 Seabin devices installed in 15 Italian regions;
- 5 new trash-collecting technologies installed (Trash Collec'Thor and PixieDrone) as part of the "A Sea of Ideas for Our Waters" campaign;
- 2 waste collection activities from the seabed with professional dive teams;
- More than 40 events organized;
- Presence at Barcolana and the international Sea Summit in Trieste;
- More than 2 mln views of online campaigns;
- More than 1 billion bees protected with the "Every Bee Counts" project;
- Over 500 artificial nests for bees and pollinators placed throughout Italy.

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Communication of environmental projects to engage stakeholders and new targets.

Enhance sustainable positioning through stakeholder events and distinctive communication.

a2a's challenge

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Coop's challenge

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The activity

The role of LifeGate

The activity