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Committing to Carbon-Neutral


As part of founder and CEO Fred Smith’s legacy, FedEx, the largest cargo airline in the world, set out to change the industry by setting a goal to achieve carbon-neutral operations by 2040. Within this commitment, FedEx designated more than $2B to vehicle electrification, sustainable energy and carbon sequestration, including pledging $100M to Yale University to help establish the Yale Center for Natural Carbon Capture. While the company’s ambitions were noteworthy, we needed to think creatively to garner attention for FedEx given a significant number of similar company commitments in 2021.

A Fedex delivery man on the right, ,handing a parcel to a girl on the left and her father. There is a Fedex van in the rear of the shot.
A Fedex plane flying above the clouds.


Knowing we needed to breakthrough in a creative and highly relevant way, the team developed a virtual media roundtable intended to not only share the FedEx news, but give reporters a deep dive into the company’s goals and its unique contribution to Yale University. The morning of the announcement, FedEx CMO Brie Carere moderated our roundtable discussion that included Mitch Jackson (Chief Sustainability Officer), Karen Reddington (FedEx Regional President of Europe) and Yale’s Dr. Indy Burke. The roundtable was attended by nearly 100 people including 25 media outlets. Following the event, the Current team secured a top-tier byline for Mr. Smith and Dr. Indy Burke in Fortune, along with a significant amount of coverage on the company’s goals.


  • The FedEx announcement garnered 832 pieces of coverage, resulting in 37.1M impressions.
  • Almost 100 attendees viewed the virtual media roundtable broadcast including: Wall Street Journal, Bloomberg, CNBC, Washington Post, AP, Politico, GreenBiz, E&E News, Carbon Pulse, Inside Logistics, FreightWaves and local media outlets.
  • The team secured an op-ed by Fred Smith and Dr. Indy Burke in Fortune.
  • On social media, there were over 2.8K posts with a reach of over 137.4M.

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