Samenvatting

Panorama Films is an Italian-based production and service company, for feature films, commercials, photographic shoots and more; and assists foreign production companies in all aspects of the production, such as budget allocation, crew, locations, etc. Panorama Films plans to implement a radical change within its current operations, by undertaking sustainable practices. As a consequence of the institutionalization of the “Ministry of Ecological Transition”, which functions as a dicastery of the Italian Government and oversees all environmental and sustainable matters, Panorama felt the need to implement a change within its production activities. Although currently the company does not have the tools or skills to transform its operations into eco-friendly practices, it is willing to take the next step towards a sustainable future. At the core of all workings, are its employees, who hold the intrinsic power of adapting a rooted change within Panorama Films’ operations. Therefore, the company aims to actively encourage its employees to act sustainably in the work environment, by taking the first steps of an attitudinal change and enhance awareness towards the issues. It intends to leverage a strong communication strategy aimed at internal coordination to motivate its employees and department coordinators.

Research has shown that the key factors that would motivate individuals to become more sustainability oriented are a strong leadership and support from the heads of the company, access to time and resources, and the opportunity for a clear understanding of the issues at hand, by gaining knowledge and insight on opportunities for change.

The following report categorizes employees and department coordinators of Panorama Films as the primary and secondary target audience, and develops communications objectives curated towards the TA. The communication objectives aim to increase awareness towards sustainable practices, build a positive association with sustainable alternatives, and ultimately establish a favorable attitude towards sustainable operations. Based on these objectives, the advice encompasses distinct approaches to spread information systematically within the organization, through curated e-newsletters, expert testimonials and information sessions, and analytical processes to collect feedback and analyze the opportunities for improvements. Department coordinators will function as the sender of the message towards employees, to increase credibility and trustworthiness; respectively, producers and specialists in the field will collaborate with department coordinators to enhance a strong understanding and knowledge on the topic, allowing for transparency and credibility to be favored. To meet these objectives, a two-way communication is necessary, as well as a “slice-of-life” communication strategy as individuals require tangible and practical solutions to their professional lives.

The communication campaign is scheduled to last four months, which is the approximate duration of a project film, and thus the scheduling pattern type selected was continuity as it was deemed most suitable due the shot implementation time. The overall cost of the communication campaign is €16.262,12. Ultimately, a communication evaluation is planned throughout the entire duration of the campaign, which allows for the opportunity to determine whether the suggest strategy can allow for satisfying results.