【Article by IMICS】
In an era where ESG considerations are paramount, the integration of technology and innovative strategies are essential for effectively engaging stakeholders and boosting sustainability initiatives. Invited by Professor Hong-Chi Shiau, Mr. Daniel Kao, the Digital Operation Deputy Manager at CommonWealth Magazine, delivered a captivating lecture on November 21, 2024, titled “Vertical Branding Strategies in ESG Sustainable Communities” as part of the International Media Advocacy and Social Marketing course in the International Master’s Program in International Communication Studies (IMICS). In this engaging session, Kao shared pivotal insights on how a time-honored magazine corporation has embraced new technologies and branding strategies while collaborating with diverse stakeholders to transform public perceptions of sustainability into a topic that is “interesting, engaging, and full of soul.”

Kao opened the discussion with a deep dive into the innovative business models emerging at CommonWealth Magazine. He emphasized the creation of sub-channels aimed at fostering sustainable ecosystems to address specific social objectives. These initiatives include CSR@CommonWealth, which promotes sustainable governance; Future City, which focuses on creating low-carbon city; Smile Taiwan, which emphasizes regional revitalization and sustainable tourism; and CWS, which targets a net-zero transition. Additionally, he introduced a new sub-channel dedicated to aging care. Kao highlighted that this multifaceted business model not only effectively targets niche audiences with shared interests but also provides a clear trajectory toward achieving sustainability goals

A cornerstone of Kao's lecture was the significance of managing targeted audiences by simplifying information for stakeholders. He advocated for the use of infographics and digital techniques to make sustainable initiatives more engaging and accessible. By discussing concepts such as net-zero, carbon neutrality, and climate neutrality, he demonstrated how data collection and digital analytical tools can be leveraged to produce compelling infographics and providing data insights, resulting the initiative garnered over 275,000 views on website. In addition, he underscored the necessity of recognizing trending keywords to amplify content production in today’s fast-paced digital landscape, further highlighted “the core of sustainability advocacy is the fundamental need to build connections with stakeholders”.

Kao also provided compelling examples of how insights from news reports can be transformed into actionable initiatives. He highlighted various offline activities pursued in collaboration with different partners, including organizing exhibitions, producing documentaries, and collaborating with groups like Taipei Percussion. Notably, he discussed the creation of 17 drama episodes on Netflix, each dedicated to one of the Sustainable Development Goals (SDGs). Additionally, he touched on a partnership with Open House Taipei to launch the “Open River” initiative, designed to inspire new public approaches to addressing the rivers around Taipei. By aligning with key stakeholders, including Taipei mayoral candidates, corporations, non-governmental organizations, non-profits, and media, Kao and his team have strategically restructured their information to make it more engaging and resonate more deeply with the community.

Data visualization was another critical topic addressed by Kao, particularly in relation to the River Basin Impact Initiative. He elaborated on how he utilized investigative reporting and government open data to formulate eight action guidelines for the “Tamsui River Convention”, urging corporations to take immediate action. Furthermore, he established Taiwan's first dedicated platform for this initiative, aiming to become the largest and most comprehensive social community focused on river sustainability. This platform not only documents various projects undertaken but also showcases the achievements of both organizations and corporations, sharing the tangible impact of their efforts. By visualizing data and information, the advocacy's influence goes beyond mere greenwashing, offering real and actionable solutions and attracting potential partners to join the initiative.

During the interactive Q&A session, students engaged with Kao on topics such as data-driven storytelling and public perception of AI-generated content. In discussing data-driven storytelling, Kao encouraged students to incorporate diverse digital techniques for building their own databases and conducting analyses, highlighting that these approaches will be essential for crafting persuasive, data-driven proposals that can engage key partners to their initiatives. In the realm of AI generated content, he stressed the importance of transparency in usage and the need for creative theme design. This approach would effectively illustrate keywords through graphic content and demonstrate the integration of AI and human creativity. He also noted that much of the material still relies on human reporting.
Students also expressed curiosity about the challenges of persuading government and private sector entities to collaborate, particularly in light of potential criticisms. Kao shared his experiences, outlining various strategies for facilitating such partnerships, including sponsorships. He reassured the audience that governments are generally open to collaboration, especially when initiatives align with societal needs.


The lecture was concluded by Kao’s sharing of the information about the annual U20 International Youth Forum, an event that connects sustainable youth across Taiwan. The forum aims to foster exchange and collaboration among young individuals to enhance their skills and advocacy efforts. Kao encouraged students to consider participating in the program next year, highlighting the forum as a valuable platform for youth with dreams of making a sustainable impact.

Author: Leanne Lo, IMICS first-year student