Communicating corporate sustainability on TV
Effectively tell your CSR journey. The series “Opera Verde” on Rai 3 is a concrete example of how well-crafted branded content can combine communication, environmental education and corporate enhancement.
WHAT is branded content
Branded content is content that can entertain the viewer while conveying the values and goals of the brand that promotes, supports, or disseminates it. Compared with traditional advertising, which interrupts a person’s activity to get his or her attention, branded content responds to a person’s interest.
TV as a key channel for communicating sustainability
The rise of branded content has affected all communication channels to some extent. However, television remains an important channel because it makes it possible to reach many people with content of a length that allows a certain level of depth, accuracy and comprehensiveness.
We help you give voice to your initiatives
In the face of the epochal challenges we are facing (climate crisis and biodiversity crisis first and foremost), we need a change that leads us to take concrete actions with a high positive impact on the world and people. We can do this together by becoming partners in the many reforestation and environmental improvement projects we are pursuing.
Opera Verde
The first season of Opera Verde aired last September on Rai 3 and is available for streaming on RaiPlay. The series chronicled “superforests,” that is, forests that are scientifically designed, built and managed according to the needs of an area and meet the criteria of multifunctionality as well as the highest international quality standards with respect to the benefits returned to humans.
The ratings
The TV series was very popular with audiences, registering excellent ratings figures, averaging more than 390,000 viewers per episode. The share figures were higher than the comparative values measured. From the forestry world, the feedback was also very positive: Opera Verde is recommended and reported as a series capable of showing “that kaleidoscopic set of sensibilities that characterize the complex and fascinating relationship between forests and human beings.”The feedback from those who participated
Satisfaction was also great for the companies involved in the interventions carried out and narrated in the TV series: “certainly the choice to participate in a nationwide broadcast on a channel such as Rai 3 was a deliberate choice to reach as wide an audience as possible. Precisely to spread this culture of environmental protection and try to involve the sensitivity of as many stakeholders as possible,” says Valentino Zuzzi, CEO Molino Pordenone.We have had several positive feedbacks from this experience, starting from the local community but especially from our partners who are our customers our employees.
CONTACT US
Do you want your company to star in the next season of Opera Verde or a new green format?
Fill out the form: we help you tell your sustainability projects on TV, with valuable content and real impact on the audience.
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