Yancoal powers Australia and beyond with responsible energy solutions, combining advanced mining practices, ESG leadership, and innovation to drive a sustainable future.

THE PROBLEM

As one of Australia’s leading energy providers, Yancoal balances global resource demand, corporate responsibility, and sustainable energy. As an ASX-listed company with Chinese roots, it must meet shareholder expectations, regulatory commitments, and its role in powering industries worldwide. Clear communication—externally and internally—is key to reinforcing trust in its ESG commitments and long-term vision.

Helicopter Creative helps Yancoal articulate this vision. From ESG reports to investor communications, internal strategies, and leadership messaging, we keep its voice aligned. Through internal campaigns and cultural initiatives, we foster a connected, informed workforce. By using compelling storytelling, we ensure its message remains clear, credible, and resonant.

The Yancoal P4 strategy empowers the business to 
lead with sustainable success 
by integrating long-term 
goals across key pillars to 
drive meaningful change 
for the future.

P4 STRATEGY

Yancoal, a leader in Australia’s energy sector, sought to advance its sustainability journey with the launch of the YancoalP4: Change 4 Tomorrow strategy. Focused on four key pillars—Profit, Portfolio, Planet, and People—this strategy aims to create long-term value while navigating the transition to a lower carbon economy. Yancoal needed a strategic partner to create a comprehensive, visually compelling brand to communicate this vision internally and externally.

Helicopter Creative was tasked with naming the P4 strategy, crafting the pillar names, and designing a cohesive branding framework to resonate with Yancoal’s workforce, stakeholders, and the broader energy market. This included strategic documents, presentations, and internal materials to help Yancoal’s team embrace sustainability. For external communications, the agency created materials highlighting Yancoal’s commitment to environmental stewardship, responsible mining, and sustainable development.

Through this collaboration, Helicopter Creative ensured Yancoal’s P4 strategy was presented with clarity and modern appeal, reinforcing the company’s role in shaping a sustainable energy future for Australia and beyond.

Crafting dynamic annual 
reports that weave strategy, performance, and stakeholder engagement into compelling narratives.

REPORTING

Helicopter Creative partnered with Yancoal to design and develop impactful reporting documents, highlighting the company’s sustainability progress, financial performance, and community contributions. These reports are crucial for reinforcing transparency and trust with stakeholders, showcasing Yancoal’s commitment to responsible energy practices. By effectively communicating Yancoal’s achievements, the reports strengthen relationships with investors, employees, and communities. With Helicopter Creative’s expertise, the reports were crafted to align with Yancoal’s strategic vision and values, ensuring clarity and engagement across all audiences.

Creating impactful videos that authentically communicate culture and strategy, fostering alignment and engagement across the entire organisation.

VIDEO CONTENT

Helicopter Creative partnered with Yancoal to produce a series of engaging videos covering a range of topics, from corporate strategy to sustainability initiatives. These videos were crucial in aligning the team and fostering a shared understanding of Yancoal’s values and vision. Using their expertise in storytelling and communication, Helicopter Creative guided employees—many unfamiliar with being on camera—through the process, creating a comfortable and supportive environment. The result was authentic, compelling content that captured the true voice of Yancoal’s people. These videos not only communicated key messages but also strengthened internal engagement and unity across the organization.

People and Culture – Thomas

People and Culture – Cris

People and Culture – Linda

People and Culture – Tom

People and Culture – Lisa

Empowering Yancoal’s workforce with a thoughtful, engaging mental health program—fostering awareness, support, and open conversations.

INTERNAL PROGRAMS

Helicopter Creative collaborated with Yancoal to develop an internal program focused on mental health, creating engaging content that fostered awareness, support, and open conversations among staff. Designed to resonate across all levels of the organisation, the program combined expert insights with real employee experiences, making mental well-being a shared priority. Through thoughtful storytelling and approachable delivery, Helicopter Creative helped break down stigma, equipping employees with tools to support themselves and their colleagues. More than just an initiative, this program became a cornerstone of Yancoal’s commitment to a healthier, more connected workplace.

Streamlining communication, fostering engagement, and unifying teams across all of Yancoal’s offices and sites.

INTERNAL COMMS PLATFORM

Helicopter Creative partnered with Yancoal to design, write, and develop content for One Place, the company’s internal communications platform. This dynamic hub was created to unify Yancoal’s workforce, providing a seamless space for updates, resources, and engagement across all sites. Helicopter crafted a clear, accessible design and compelling content that encouraged interaction, strengthened alignment, and enhanced workplace culture. From strategic messaging to user-friendly navigation, One Place became an essential tool for fostering connection, collaboration, and information-sharing across Yancoal’s diverse and geographically spread workforce.

Let’s work together