Vivobarefoot’s “Unfinished Business” impact report celebrates the successes and setbacks from the company’s ongoing regenerative journey. It seeks to build trust and credibility in a sector that often suffers from a lack of both.
The report is read by a broad community of peers, employees, commentators and customers. Over the years, Unfinished Business has gained a reputation for radical transparency; both in its candid storytelling and its data disclosures.
Unfinished Business 22/23 is an integrated annual report, covering statutory financial reporting alongside detailed impact reporting.
“Lucy is a thoughtful, thorough and passionate copywriter, engaging with the subject matter and creating a meaningful narrative as a result. I started working with Lucy in 2021 on a project focussed on regenerative business and would highly recommend her work.”
Nick Nevett
Regen Lead
How it works
1 – Research
As with most of the reports I write, it all starts with research. For Vivo, that means speaking to the regen team and company founder about their hopes and dreams for this year’s report.
At the same time, I work with Heather (the report’s amazing designer) to start thinking about the themes and creative that will run throughout the report.
It’s then my job to interview all the key content owners across the company. This year, I spoke to about 15 people, gathering all the necessary data and progress updates, and brainstorming story ideas ready to move onto the next phase…
2 – Plan
Once all the interviews are done, I typically spend a few days processing all the content I’ve gathered to see how it fits together and meets the creative ideas we’ve already come up with.
Then there’s an intense (but really fun) period of content planning, where I’ll write out a bullet point outline for the whole report, story by story, page by page. At this point, I’ll be checking in with my contact at Vivo, and bouncing ideas for features around with Heather.
We send the plan to the key content owners for their thoughts and feedback. Once that’s all done, it’s time to get writing.
3 – Create
With all the research and planning done, writing almost seems like the easy part.
Of course, there are challenges. Like keeping complex concepts simple, and making sure the whole report flows but each section can also stand on its own.
You can download and read the whole report on Vivo’s website (I also crafted the copy for this landing page), and/or I’ve included a few of my favourite stories right here.
Impact
The 2022/23 report had a really warm reception online. Here are some of the brilliant things people said about it.
The report was also used as a ‘Best Practice’ example in a reporting webinar hosted by Future Planet, with 80 attendees.
Previous reports
