CSR is increasingly gaining in importance as an image factor. facts and fiction produces a film to document how Bayer takes social responsibility on a worldwide basis – from individual aid up to co-operations with whole states. The film deals with the topic in a sensitive way and provides a credible view of Bayer’s role in these activities.
"Corporate Social Responsibility" (CSR) has been Bayer's motto of social commitment for over hundred years. The projects range from individual help in the field of Basic Needs to international cooperation for the well-being of whole states.
This international dedication is documented by the movie "Commitment for a better life" which is produced by facs and fiction.
The film shows that CSR is deeply rooted in the company's philosophy and depicts its increasing importance as images on the international financial markets.
Therefore CSR is communicated as a core element of the company's philosophy. Many interwoven plots show concrete examples of emotional moments of helpers on site, who are supported by Bayer: there is the South American soccer coach who incites his students to go to school; and there is the Chinese doctor who launches a big anti-Aids campaign in his home country.
The dramaturgy increases from simple to complex solutions: for example from the support of a soup kitchen to the development of a national health system. This transfer of information is underlined by subtle and emotional snapshots of the successful helpers.
The film was shot on four continents in only 25 days. Its documentary style with large photographs that implement the topic in a sensible way, paint a believable picture of the company's role.
The premiere took place at Bayer's annual general meeting and was received with great applause by the shareholders.
The film was awarded the State-of-the-art-award at the 14. ITVA Festival. Furthermore it was awarded the Gold Award at the WorldMediaFestival in 2007, the Award of Master at Corporate Media and received Honors at the Galaxy Award.