Stakeholder Engagement for Sustainable Development: Exploring Award-Winning Campaigns

Stakeholder engagement takes center stage in the modern framework of Sustainable Development Goals (SDGs) communication. Achieving SDGs requires active involvement from organizations, with corporate commitment to sustainability now extending beyond mere compliance. This shift signifies a dedicated effort to meet the diverse expectations of stakeholders at large.

Built on the foundation of stakeholder theory, this chapter serves a dual purpose. Firstly, it seeks to examine the trends and engagement strategies employed by organizations in the realm of SDGs. Additionally, it aspires to offer guidance and recommendations for corporations aiming to enhance their SDG-themed strategic communication efforts through insightful and creative interactions. In pursuit of these goals, the study analyzes projects awarded in the SDG category at the Cannes Lions Festival of Creativity, utilizing the content analysis method.

The findings reveal that the campaigns fall short of harnessing the full potential of collaborations, indicating a lack of partnership between the private and civil sectors. Additionally, certain stakeholder groups are not effectively engaged, and some SDGs are underemphasized. This study highlights the crucial role of effective communication within campaigns, emphasizing the need to cultivate awareness, shape attitudes, and induce behavioral shifts.