Getting to know Greenhouse: Jade Duggan

The Greenhouse team lives and breathes our mission to drive positive social and environmental change and we were honoured to be named ‘Communications Agency of the Year’ at the Business Green Leaders Awards last month.

In the latest instalment of ‘Getting to know Greenhouse’, we meet our resident digital guru Jade Duggan and find out what makes her tick.

Tell us, in 20 words or fewer, what’s your background?
I’m a digital expert with a passion for using communications as a force for good.

What motivates you?
Partnering with inspirational and dedicated clients to create communication campaigns that incite behaviour change. I love seeing how our work can produce both qualitative and quantitative impacts.

What kinds of companies do you work with?
I work with organisations striving to make some of our everyday commodities, such as palm oil and cotton, more sustainable.

As a Senior Account Manager, I lead on the strategy and implementation of social and digital campaigns focused on raising awareness, engaging stakeholders and driving forward debate within these sectors.

Describe a recent campaign you’ve worked on that excites you.
We collaborated with the Roundtable on Sustainable Palm Oil (RSPO) to launch a mainstream digital campaign demonstrating that consumers have a choice between ‘good’ and ‘bad’ palm oil, and showcasing the positive impacts of ‘good’ palm oil. The highlight for me was working on the campaign creatives, building relationships with a network of bloggers and seeing the story come to life.

The campaign reached a combined audience of over 10 million people across the globe, successfully raising awareness of the choices consumers can make. The hashtag #GoodBadPalmOil had a reach of over 7 million and was used by key social influencers including WWF UK. Over the campaign period, engagement rates on Twitter and Facebook increased by 66% and 26% respectively.

Who are your top three dream clients?

1. Rainforest Alliance: A network dedicated to conserving biodiversity and ensuring sustainable livelihoods. Their work has ensured 95,837,000 acres of land are now under sustainable management. I’d love to work with them to tell the story of some of the indigenous and forest communities who have benefited from their influence.

2. Neal’s Yard Remedies: Using Neal’s Yard products brings me pure joy. They have pioneered organic certification in beauty while also supporting local communities since 1981. Joining forces on their digital communications would be a dream come true – more consumers need to know about the benefits of organic! (Read our blog on out top 5 ethical brands here)

3. World Cocoa Foundation: WCF promotes sustainability within the cocoa sector, where every year, more than five million family farms produce about four and a half million tons of cocoa beans. I really respect their dedication to strengthening the sector and it would be incredible to run a consumer awareness campaign with them. (Read our interview with Tim McCoy, Vice President).

Can you recommend a life- or game-changing book?
I’ve just finished reading Nudge by Richard H.Thaler and Cass R. Sunsten, which although 10 years old now, made me take a step back to consider the persuasive power of a digital nudge to drive positive action amongst consumers.

What do you listen to when you’re cooking dinner?
I love the My Favourite Murder podcast. If I’m not laughing at that then I’m listening to classics like Fleetwood Mac, Stevie Wonder and Erykah Badu.

What’s the best advice you’ve ever been given?
“Failing to plan is planning to fail”. Working across digital campaigns I find planning the small details are vital to success – it’s also quite therapeutic!

Finally, who is your eco hero?
I really admire Christiana Figueres, a champion on climate change and a key player in the Paris Agreement.

Are you a sustainability pioneer looking to tell your stories and increase your impact through digital campaigns? If so, get in touch with Jade on jade.duggan@greenhousepr.co.uk

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