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The first hurdle any startup faces is coming up with a great idea. The second hurdle is explaining that idea to potential donors and partners in a way that gets them excited to join the mission. Greenwell Project is a nonprofit that works to improve sustainability in healthcare with the help of an often-overlooked group of experts—patients. On their own, both healthcare and sustainability messaging can be complex and filled with impenetrable jargon. Together? Well, we do love a challenge.
“The first principle we agreed on with Right On was to use language that brings people together rather than divides.”
TAKE A VISION AND MAKE IT SING.
Greenwell Project puts patients at the center of their mission to make healthcare more sustainable. But unlike other healthcare startups, Greenwell Project doesn’t just serve patients, it uses patient voices to highlight the inefficiencies real people encounter while navigating our healthcare system on a daily basis. Greenwell Project sought Right On’s help in adding more detail to the broad strokes of their vision and mission. We then translated their unique voice, tone, and messaging into a website to launch the brand in time for a crucial event. We introduced Greenwell Project to the world using clear, relatable terms, free from jargon and political polarization.
MESSAGING STRATEGY
One of the most rewarding aspects of working with a startup is helping define a grand vision as it’s being built. Right On worked with the projects’ founders and initial stakeholders to nail down the human-centric “hook”that would excite patients, providers, and partners alike. A collaborative discovery workshop with key stakeholders set us up with a solid messaging foundation.
“Healthcare jargon is immense, matched only by sustainability jargon. While marrying the two subjects would typically amplify complexity, Right On made the language understandable by all.”
CONTENT STRATEGY
Given the tight timeline, Right On focused on creating a single landing page where Greenwell Project’s message could truly shine. We worked with design partner Revolver to create a wireframe focused on guiding readers through the page content—from the “why” behind Greenwell to the specific benefits of their work to multiple opportunities to act.
CONTENT DEVELOPMENT
Focusing on clarity, relatable human language, and evocative storytelling, we turned Greenwell Project’s abstract concept into an emotionally and logically resonant story that pinpointed the audience’s unique pain points. Melding scientific rigor and a genuine love for patient care, the end result makes Greenwell Project an initiative everyone can get behind.
“The single-most commonly used phrase to describe what Right On created for us: extremely professional.”
CONTENT AMPLIFICATION
To introduce Greenwell Project to the world, we ghostwrote LinkedIn launch posts for the organization’s leaders. This ensured that everyone involved spoke in the same voice—confident, conversational, and story-driven. The posts used urgency and passion to drive readers to the new website and learn more about the project.
CONFIDENCE AND CLARITY FROM THE GET-GO
Having professional, polished messaging ready to go at launch is key to grabbing—and keeping—your intended audience’s attention. By being part of the process from the outset, Right On was able to give Greenwell Project the confidence to spread the word about their mission to donors, partners, and patients alike. Though only a few months old, Greenwell Project is now able to carry itself like an established player in the healthcare sustainability space.
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