Minderoo Foundation:

Digital Annual Report

Problem:

Minderoo Foundation’s Annual Report is a critical tool to provide transparency, hold ourselves to account and celebrate the progress made against some of the world’s biggest challenges. Several hundred copies of Minderoo’s Annual Report were printed and shared each year with their phenomenal cohort of partners, donors, beneficiaries and stakeholders. As an organisation with strong sustainability values, a printed Annual Report (often of a few hundred pages) didn’t gel, but they needed a way to keep stakeholders informed.

Further, Minderoo was missing out on a key brand-building and storytelling opportunity by only having a dense, copy-heavy book that was limited to a stakeholder audience.

Solution:

We created a digital-first Annual Report. Rather than simply translating the content from the traditional annual report, we approached the 2022 Annual Report as a digital-first, immersive storytelling experience, rich in multi-media.

15 bespoke films were scripted, filmed, edited and created for the digital experience, in addition to custom graphics, animations and premium photography. A comprehensive social media campaign was developed around the stories, heroing the voices and perspectives of those who Minderoo served.

Result:

• Reach went from 350 people in 2021 to over 110,000 in 2022

• Strong dwell time on the digital Annual Report