Scotiabank

Bringing Scotiabank’s purpose to life for all global stakeholders

With more than 23 million customers around the globe, Scotiabank is a leading financial services provider and Canada’s most international bank. Working with Scotiabank presented an exciting opportunity to completely reframe the bank’s Corporate Social Responsibility communication strategy and narrative. Instead of simply reporting the company’s CSR activities and commitments, we shifted the focus to the motivations behind those initiatives.

In moving from a “what” to “why” perspective and dialogue, we were able to architect a CSR action plan that is more deeply aligned with the bank’s core purpose and business strategy. And in telling the bank’s CSR story through the lens of “why,” we painted a clearer and more compelling picture of how CSR drives value for the Bank, its customers, shareholders, employees, communities and society. 

The initial step was to conduct research that helped us create a unified, engaging vision of what CSR means to Scotiabank and how it relates to the company’s broader purpose: making all people better off. We reviewed the bank’s audiences, industry trends, global CSR megatrends, direct competitors and global leaders in the banking sector, as well as conducted an in-depth CSR communications audit.

Utilizing our key research insights and out-of-the-box thinking, we developed the CSR strategic narrative—Better Future, Better Off—which set the foundation for Scotiabank to begin telling a more inspiring, purpose-driven story. We created communication plans and tools designed to present specific audiences with information that focuses on what’s most important to them, via channels that best resonate. The core of this strategy dramatically altered Scotiabank’s approach to CSR communication, allowing the bank to move from a one-size-fits-all approach (a traditional report) and embrace a range of new communications tactics tailored to key stakeholder groups. Our work empowered the bank’s global CSR team with the tools and messages needed to engage, educate and create internal CSR champions for a wider messaging cascade. 

The outcome of our collaboration with Scotiabank was a CSR strategy that is seamlessly integrated into the bank’s core business objectives, is embedded in the day-to-day business culture and operations, and delivers meaningful value to a diverse group of Scotiabank stakeholders and broader society.

thinkPARALLAX helped us develop a CSR narrative, communication plan and activation across multiple channels. With this communication strategy we not only connect CSR to the bank’s purpose but we also have clear guidance on how to talk about why what we’re doing matters to our stakeholders.

Samantha Mesrobian, Director of Corporate Responsibility, Scotiabank

Strategy | key deliverables and activities

  • Stakeholder research
  • Competitor benchmarking
  • Corporate narrative
  • Supporting brand messaging framework
  • Communications plan
  • Editorial calendar
  • Strategy presentation deck

Activation | key deliverables and activities

  • Website
  • Content creation
  • Video series
  • Fact sheets
  • Infographics
  • Reports
  • CSR content on Scotiabank corporate site