Eco-educational initiative fulfilling the InPost’s ESG strategy. Community events combined with communication concentrating on spreading good habits in geometrical way, by including others.
Initial Situation
“Pass It On. Multiply Good Habits” is an educational campaign by InPost for Cities, developed in collaboration with local governments.
It supports InPost Group’s ESG goals by promoting sustainable development through community engagement and environmental education.
Instead of traditional messaging, it encourages people to share good habits using practical tools like seed twin-packs, mobile billboards, and local activations.
Objectives:
Translate ESG strategy and municipal needs into actions that genuinely engage communities.
Create a simple, accessible format embedded in daily life.
Promote everyday gestures as drivers of change.
Encourage sharing goodness as a natural impulse.
Ensure continuity and seasonality for organic growth.
For years, InPost has pursued an ESG strategy based on three pillars: Future lifestyle, Low-emission e-commerce and Empowering employees and partners. The “Pass It On” campaign was a natural and ambitious next step.
Engagement as the highest level of brand responsibility
According to Thomas Kolster’s theory, brands can respond to social and environmental challenges on four levels: stay silent, speak, act, or engage others. The “Pass It On” campaign was designed to reach the top of this pyramid — not just communicating ESG values, but actively involving communities in co-creating them.
It started with dialogue with municipalities to identify local needs. Based on this, actions engaged residents, local governments, organizations, and InPost employees. Instead of a one-way message, it shared goodness — literally and symbolically. Seed packs, mobile billboards, local initiatives, and tips educated and inspired. InPost redefines the brand’s role — as a catalyst of positive change.
