Media relations announcing the Oslo Business for Peace Award winners.


Business for Peace is an international foundation based in Oslo that aims to support, inspire, and recognise global business leaders who are positively changing the face of business. At the centre of the Foundation’s activities is the annual Oslo Business for Peace Award. The winners of the 2020 Oslo Business for Peace Award were announced on the 9th of September 2020. This award is given to exceptional individuals who are prioritising ethical and sustainable business in their respective industry. This year’s winners included Marc Benioff, Founder, Chair and CEO of Salesforce; James Mwangi, Chairman and CEO of Equity Group Holdings; and Felicitas “Joji” Bautista Pantoja, Co-Founder and CEO of Coffee for Peace. The challenge was to bring media attention to the announcement and to the award winners.


The winners’ diversity gave Leidar an opportunity to target three different industries, markets and audiences through our media pitching. By creating media target lists, while simultaneously collaborating and preparing each of the winners’ communications teams, Leidar helped create a wide range of opportunities for coverage of the announcement. Through a strategic media relations approach and proactive pitching, the announcement secured over 120 pieces of media coverage, including leading African and Filipino media outlets such as CNBC Africa, KBC Channel 1, The Inquirer and ABS CBN.


Leidar worked closely with the Business for Peace team to create the media relations plan, collaborate with the winners’ communications teams, and execute on all details both before and after the announcement of the winners. The working relationship between our team and Leidar was effective and efficient. We felt well supported throughout the project. Leidar’s in-depth knowledge of the global media landscape was invaluable to us during the planning and pitching processes and in securing the results we got.

— Alison Uttley, Communications Director, Business for Peace Foundation