In the case of Wal-Mart, Citizen worked together with lead consultants Act Now to reframe sustainability around the concept of personal health, wellness, community, and overall quality of life. We sought to do so in a fresh, easy-to-understand manner to engage and inspire Wal-Mart’s 1.3 million U.S. Associates. We helped design, create, and prototype the tools for “Wal-Mart Smart,” the program that led to the creation of the Personal Sustainability Project (PSP), which is considered the largest grassroots initiative ever undertaken in the corporate arena.
The resulting campaign was a mix of bottom-up and top-down communications. In addition to PSP videos and training tools, we created print ads defining the company’s goals, to signal the sea of change to business and thought leaders. Through these integrated materials, we helped Wal-Mart create change from the bottom up; to make the connection between healthier people and a healthier planet, while demonstrating that healthier practices are fundamentally good for business.