This week our Join Us campaign to attract one million new members to our Co-op in 2017 moves up a gear. We’re releasing a powerful and inspiring short film from acclaimed British Director Shane Meadows, in cinemas and on social media. It highlights the depth of the relationship we’re building with local communities.
Over the last few months we’ve been working with Shane to illustrate our work with local causes through the ‘1% for your Community’ Co-op Membership reward. Shane, who’s best known for his Bafta award winning film and TV series This is England, doesn’t normally work with businesses. But, he’s made an exception for us because he supports our Co-op way of doing business, believing that we can make a real difference.
Shane’s made a series of films for us focusing on some of the community causes we’re supporting and we’ll be sharing these over the coming weeks. From today though you can see his ‘Director’s Cut’, a 3.50min edit of all his filming for the Co-op that shows his passion for the work we’re doing.
I’m sure you’ll want to share this film with your own social media networks as it brings to life the pride so many of us have about working for the Co-op. And why not use it as a way to encourage your friends and family to become members if they’re not already.
To help us reach new audiences, from 28 January we’ll be showing the ‘Director’s Cut’ exclusively ahead of the new Trainspotting 2 around the UK. And in April we’ll bring Shane’s work to TV audiences.
Our work with Shane is just one part of our Join Us campaign this year. In our Food stores this weekend our colleagues will be having thousands of conversations about Co-op Membership as we run Join Us events. Meanwhile our colleagues in Digital are testing a range of messages with different groups to see how the Co-op can speak powerfully to different parts of the population.
As the year goes on, our intention is to show our difference through the quality of our products and services; through our campaigning work; though our support for local communities; and the say our members have in how we do things.
Chief Membership Officer