How do we show the breadth of our impact on people?

Show the breadth of your impact through a connected collection of concrete examples, with a clear account of what ties them together. Combine stories from across the business and connect capabilities to human outcomes, so audiences can understand both individual contributions and the wider purpose they serve.

A collection reveals more than a flagship story

A collection of tangible examples can make a business's wider contribution understandable without asking one flagship story to represent everything. IBM's "This is IBM" campaign, which ran from 2019 to 2023, brought heritage achievements and current projects into a library of stories employees could share. The material connected IBM with everyday life, including contributions to barcodes, ATMs and digital infrastructure that could otherwise remain invisible to non-technical audiences.

The work involved turning information buried in dense case studies, technical documentation and press materials into narratives people could understand, remember and share. The campaign grew from a UK and Ireland website into printed promotional assets, event stands and geography-specific web pages across Europe and Asia. For a business explaining its human impact, the useful practice is to build a collection spanning different contributions, then make the stories accessible and adaptable rather than relying on a single prominent success.

Sources: Me Now: Charlotte Irwin and Rose Stewart, This is IBM: Brand Awareness Campaign

A shared structure connects different contributions

A shared narrative structure can connect different businesses by explaining how their capabilities contribute to real-world outcomes. For G42, an "impact algorithm" mapped technology enablers, including energy, compute, cloud and foundational models, to outcomes in specific industries. The structure brought forward contexts and solutions across G42's businesses, making human impact the subject rather than presenting technology alone.

The work also introduced "commitments", including responsible AI, sustainability and equitable AI, to anchor the experience in G42's purpose. Messaging across all ten companies in the group was harmonised into one voice. The practical lesson is to give varied contributions a common explanatory structure: connect capabilities to specific applications and outcomes, while using shared commitments to express purpose. That approach preserves differences between businesses without leaving audiences to interpret an undifferentiated list of services.

Sources: G42: Telling the story of intelligence

How The Frameworks helps

Showing your impact on people

Your audiences need to understand the range of ways your business affects people's lives, including contributions they may not see directly. The Frameworks works with you to develop an account of that impact, paying particular attention to contributions that are difficult to explain outside your business. It draws on your case studies, internal materials, research and stakeholder conversations to give the narrative substance, keeping the human consequences in view without reducing your organisation to its most familiar activity.

The Frameworks delivers a brand narrative, human-impact stories and campaign creative for digital, internal and physical channels. Its writing and design make specialist subject matter accessible to people who do not already understand your work, while retaining the detail that gives each contribution meaning. You get material that represents more of your business to wider audiences and gives employees concrete examples of the difference its work makes.

Let’s talk about showing your wider human impact 

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