Sustainability firmly embedded
With its 2024/2025 Sustainability Strategy, Deutschlandradio demonstrates how responsibility is put into practice. The jointly developed "Big Picture" highlights key areas of action, provides guidance, and invites employees to actively help shape sustainability.
topic
Sustainability Strategy
industry
Public Broadcasting / Media
format
• Big Picture (transformation image)
• Large-format prints for events
area of application
• Employee communication
• Organizational development
• Workshops
Target group
• Executives
• Employees
• Project teams
special features
• Design of a project logo
Initial situation & challenge:
A strategy based on long-term responsibility
Deutschlandradio is a public broadcaster with a public service mandate, committed to independence, credibility, and integrity. Through Deutschlandfunk, Deutschlandfunk Kultur, and Deutschlandfunk Nova, as well as numerous digital offerings, Deutschlandradio reaches people throughout Germany.
In the spring of 2024, Deutschlandradio adopted its sustainability strategy. The challenge was to visualize a complex, long-term process in a way that would be understandable to a broad segment of the workforce and motivate employees to actively participate.
The Solution: A Visual Story for Sustainable Action
"The Big Picture" translates Deutschlandradio’s sustainability strategy into a clear, inviting visual language. The focus is on the three key strategic priorities: integrating sustainability criteria into core and support processes, internal guidelines and standards, promoting sustainable mobility, and reducing the consumption of energy and natural resources. In this way, the visualization illustrates where sustainability comes into play in everyday work and how different departments contribute to its further development. The result is a communication tool that provides guidance and brings the strategy to life.
Individual scenes
Sustainability only becomes effective when it becomes part of everyday routines. Deutschlandradio integrates environmental, social, and economic perspectives and incorporates them into its processes, guidelines, and standards.
As a public broadcaster, Deutschlandradio is committed to providing information, fostering debate, and offering context. Sustained journalistic work reinforces its mission to serve the public interest and gives voice to the diversity of society.
The carbon footprint is a key focus of the strategy: the aim is to use energy and natural resources in a significantly more conscious manner. Sustainable practices in day-to-day operations encompass the areas of mobility, technology, procurement, and decision-making.
This is how the big picture came about
Over the course of a three-month process, Deutschlandradio, Big Pictury, and their partners worked together to gradually develop a visual language that aligns with the organization’s sustainability strategy.
1. Workshop & Analysis
Initially, the focus was on the core elements of the sustainability strategy, the relevant messages, and the requirements for internal communication. Together, we identified what information should be communicated to employees and what style of presentation is appropriate for Deutschlandradio.
2. Prototyping & Iteration
The visualization was developed over several rounds in collaboration with the client. Throughout this process, motifs, scenes, and key themes were iteratively refined, reviewed, and clarified. The Sustainability Working Group found the collaboration with Big Pictury to be creative, goal-oriented, and inspiring.
3. Feedback & Finalization
Following several rounds of revisions, the Big Picture was finalized for use in print and digital media. A matching project logo was also created. Dr. Thomas Leppert and Dr. Hilke Posor of Heldenrat GmbH also provided support throughout the process.
Effect & Results
The completed Big Picture is now used for internal communication with employees, including in workshops. It helps Deutschlandradio communicate its sustainability strategy in a clear and accessible way and engage employees in its ongoing development.
“Bringing the Sustainability Strategy to Life Through Communication”
“With the Big Picture, we can now communicate our sustainability strategy in a dynamic and engaging way. It’s especially important to us to encourage our employees to get involved, and this visualization is designed to support exactly that. We’re excited to start using the Big Picture internally across our various communication channels with our employees.”
Lydia Glauch, Project and Sustainability Management, Deutschlandradio
“Support throughout the process”
“We supported Deutschlandradio in the preparation of its first sustainability report and the development of its sustainability strategy. With our approach, we always make it a priority to engage people in the sustainability transformation. We are therefore all the more pleased that Deutschlandradio has decided to use Big Picture for this purpose.”
Dr. Thomas Leppert and Dr. Hilke Posor, Heldenrat GmbH
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Take advantage of this opportunity to learn how a big picture can simplify and strengthen your communication in a 30-minute conversation. We look forward to hearing about your challenges.
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