BOUNCE Advocacy branding: Bounce - Demand Sustainable Rubber

Opportunity: Halcyon identified a structural challenge within the natural rubber industry: commodity pricing did not sufficiently reward quality, innovation or sustainable production. The opportunity was to encourage better practices across the value chain—from smallholder farmers to tyre manufacturers—and build demand for a more sustainable natural rubber industry.

Insights: Working with Halcyon and Hume Brophy, Tangible mapped the industry’s challenges against six relevant United Nations Sustainable Development Goals. The process helped define what sustainable natural rubber should represent and translated a complex global issue into a clearer, shared agenda for industry stakeholders.

Results: Tangible created Bounce – Demand Sustainable Rubber, an advocacy brand designed to encourage the industry to adopt and reward sustainable practices. The brand was brought to life through a visual identity, website, public pledge platform, social media toolkit and six videos explaining the selected sustainability goals. Halcyon subsequently achieved a 77.7% score in the 2020 SPOTT sustainability assessment, compared with an industry average of 41.2%, reinforcing its position as a sustainability leader within the sector.