Basics steps to create
internal green
ambassadors - workshop
“We are emotional creatures
  trying to exist in a world of
   logic and we wonder why
  things are difficult to achieve”
...
3
What are employees stops employees acting?-
      Exercise- what
                     saying about sustainability?
       ...
OgilvyE arth - services


     Enviro
    management
    providing practical
    and technical
    services
Some of our OgilvyE arth clients
Recent Australian, A sian & International
Awards 2008 and 2009 PRIA Golden Target Awards
           Environment
          ...
OgilvyEarth
                 Internal sustainability program
                 Challenge
                 To set up Ogilvy ...
GOALS             RESEARCH             LEADERSHIP                          IMPLEMENT REALISE             ADD VALUE
 APPROA...
•
•
•
•
•
•

•
•
•




    11
12
E arth-View software   - evaluate your current
positioning
X
                               X

                           X


                       X


                   X
       ...
The Defence pilot program has achieved an audited result of

•Electricity target was 5% reduction and 9.6% was achieved
•W...
Three Pillars of Sustainability survey- what are your
                employees really thinking?
E lectronic employee surv...
What shade of green?- key findings
           that drive
50%                                                              ...
What initiatives you would be interested in having
                                  for your workplace?
                 ...
•


•

•




    19
20
Rules
•Common language
•Run through with your
team for flow
•Stay on key messages




                         21
The green team members must
have for each interaction
•Talk to – planned set of messages
to deliver
•Take home- key refere...
2009 PRIA Golden Target Awards
Internal Communication
Commended
Clearly promote the avenues for feedback and
make sure they are two way
•Intranet
•1800 toll free lines
•Feedback boxes in...
Take Home- Toolkit- page example




25
Take Home- Greenlight Toolkit-
            resource centre




26
27
Our Ogilvy House sustainability dashboard
C hallenge
Achieving ad ditional energy savings at AM C OR
Smithfield by shifting em ployee behaviour
Insight
Educate on t...
No apologies – green is the new gold!


For adidas, sustainability is not just a
  response or responsibility – it’s an
op...
2009 Winner Best internal Initiative globally all Bayer
Companies

2010 Winner IABC Gold Quill – Employee
Communications
32
33
34
36
C hallenge
To achieve more eco-friendly behaviours across its
180,000 em ployees in 2,800 sites
Insight
Successfully em be...
38
There must be a way of testing
commitment and reviewing
performance to maintain
commitment

Managers especially need a
com...
Engaging employees can greatly close the gap to your
                      targets

                       Water based on ...
•
•
•
•
•
•

•
•
•




    41
Stephen Hale
Managing D irector
Stephen. Hale @ ogilvyearth.com.au
04 3 8 6 5 5 0 46
Stephen Hale, Ogilvy Earth, National Green Brands Forum, June 17th 2010, Melbourne
Stephen Hale, Ogilvy Earth, National Green Brands Forum, June 17th 2010, Melbourne
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Stephen Hale, Ogilvy Earth, National Green Brands Forum, June 17th 2010, Melbourne

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Stephen Hale facilitated a highly interactive workshop session as part of the National Green Brands Forum, working with attendees to delve deeper into how we can embed sustainability in a brand from the inside out.

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Stephen Hale, Ogilvy Earth, National Green Brands Forum, June 17th 2010, Melbourne

  1. 1. Basics steps to create internal green ambassadors - workshop
  2. 2. “We are emotional creatures trying to exist in a world of logic and we wonder why things are difficult to achieve” People need to feel engaged to act not just informed
  3. 3. 3
  4. 4. What are employees stops employees acting?- Exercise- what saying about sustainability? collective research results 45% 40% What are the 40% communication 35% challenges? 30% 25% 20% 19% 20% 17% 15% 10% 5% 3% 1% 0% Low level of Not a priority Other Don't know Distrust of Don’t know commitment what to do management why from objectives management
  5. 5. OgilvyE arth - services Enviro management providing practical and technical services
  6. 6. Some of our OgilvyE arth clients
  7. 7. Recent Australian, A sian & International Awards 2008 and 2009 PRIA Golden Target Awards Environment Winner, Launching Cascade Green - 100% Carbon Offset Beer Social Responsibility Winner, Bluescope Steel's Tank a Day Challenge Internal Communications Commended , Coca- Cola Live Positively Festival IABC Gold Quill Awards 2006 Award of Merit, Amcor’s Greenlight Program 2010 Gold Quill, Bayer Australia’s B-Green Program 2005 NSW Government Green Globe Awards Excellence in Education and Awareness, Amcor Greenlight Program, Amcor 2008 Asia Pacific PR Awards Crisis or Issues Campaign of the Year to Parker & Partners for the Rice Growers Association of Australia “Breaking the drought of support for Australian rice growers” campaign
  8. 8. OgilvyEarth Internal sustainability program Challenge To set up Ogilvy PR’s internal sustainability program and work to implement the sustainability communication strategy to achieve Ogilvy PR’s sustainability targets while ensuring transparent and defendable sustainability practices. Insight When Ogilvy PR Worldwide in Australia decided to create OgilvyEarth, the need to “walk the talk” was pivotal to the credibility of Ogilvy PR. By walking the talk, OgilvyEarth would be -Unplugged better placed to “talk the talk” to clients. Solution To create a long term strategic approach to sustainability, Ogilvy PR laid the foundation with sustainability documents, including: - Earth-Policy - Ogilvy PR’s Sustainability Policy - Earth-Plan - sustainability improvement program - Earth-Pledge - code of practice for sustainability counsel A sustainability team of volunteers, the Earth-Team, was created to drive the program. With intercompany competitions, monthly Earth-Tips, suggestion boxes, across floor education and engagement and the Ogilvy worm farm, Ogilvy PR is working towards the 2010 targets. The performance of the internal program is also reviewed by Earth-Group, an independent advisory committee. Result A well functioning internal program with buy in from management and employees. 8
  9. 9. GOALS RESEARCH LEADERSHIP IMPLEMENT REALISE ADD VALUE APPROACH COMMUNICATE PLAN BENEFITS C ontinuous C om munication Embed Change to sustainable Build more behaviours Commitment sustainable and make behaviour them stick Engage and Encourage Involvement Lead from the Top Benefits Benefits Benefits • Buy-in and participation • Strong participation levels • Financial achievement Set the Scene • Build knowledge base • Generate pride • Stronger align ment • C om m unication infrastructure • Dem onstrate Credibility of • Enhance the bran d • Leadership & Reinforce Vision sustainability Vision ESTABLISH UNDERSTANDING HIGHER ENGAGEMENT EMBED and ENGAGE EMPLOYEES Ongoing measurement
  10. 10. • • • • • • • • • 11
  11. 11. 12
  12. 12. E arth-View software - evaluate your current positioning
  13. 13. X X X X X X X X X X X X 14
  14. 14. The Defence pilot program has achieved an audited result of •Electricity target was 5% reduction and 9.6% was achieved •Water target was 10% reduction and 27% was achieved
  15. 15. Three Pillars of Sustainability survey- what are your employees really thinking? E lectronic employee survey
  16. 16. What shade of green?- key findings that drive 50% 50% Em ployees feel they are Are you a t hom e? more sustainable at home Is the organisation currently? 40% com pared to the organisation 40% 30% 30% 20% 20% 10% 10% 0% 0% Pale green - A little gree n M e diu m Growing Dark gree n - Do/es not – Take some gree n - Do/es greener Live a nd consider the positive w hat I/w e everyday – breathe environm ent actions can Actively sust aina bility occasionally looking to i m prove
  17. 17. What initiatives you would be interested in having for your workplace? G uid eb ook on environmental sustainability at home and at work Resource efficiency audits and initiatives Electronic fact sheet series covering environmental initiatives 400 C omp any sp onsored incentives for ac tions at home O p tional field trips and p articip ation in init iatives 358 35 4 Inter-office environmental challeng es and comp et itions Sp eaker series on key sust ainability topics 350 C orp orate sustainab ility rep orting Environmental M anag ement System accred itation 295 Carb on neutral events - such as comp any C hrist mas p arty 300 28 5 281 Environmental volunteering Em ployee environmental award O t her... 250 23 3 Response count 221 21 5 200 190 16 6 144 138 150 100 77 50 0 1
  18. 18. • • • 19
  19. 19. 20
  20. 20. Rules •Common language •Run through with your team for flow •Stay on key messages 21
  21. 21. The green team members must have for each interaction •Talk to – planned set of messages to deliver •Take home- key reference points or take away materials •Feedback optortunities – best options are feedback boxes, 1800 toll lines, intranets etc •Engage the leadership team first for the best possible support 22
  22. 22. 2009 PRIA Golden Target Awards Internal Communication Commended
  23. 23. Clearly promote the avenues for feedback and make sure they are two way •Intranet •1800 toll free lines •Feedback boxes in lunch rooms •Greenteam questions session in key employee meeting places •Ideas competitons with real prizes •MD monthly lunches with nominated and concerned employees •Mailers •Newsletter coupons 24
  24. 24. Take Home- Toolkit- page example 25
  25. 25. Take Home- Greenlight Toolkit- resource centre 26
  26. 26. 27
  27. 27. Our Ogilvy House sustainability dashboard
  28. 28. C hallenge Achieving ad ditional energy savings at AM C OR Smithfield by shifting em ployee behaviour Insight Educate on the environ mental consequences of behaviours and im portantly focus on what em ployees can do to make a difference Solution Launch of Project Green Light, with training, guidelines and com munication materials starring em ployees encouraging ideas from the ground up O utcome Sustained em ployee behaviour change resulted in a 30% reduction in base load energy consum ption overnight and a 70% reduction over the weekends WIN NER O F THE 2006 IABC G OLD Q UILL AWARD WIN NER O F THE 2005 NSW GREEN GLOBE AWARD
  29. 29. No apologies – green is the new gold! For adidas, sustainability is not just a response or responsibility – it’s an opportunity to create new business value for yourselves and your consumers! Eco-Athletes - Impossible Is Nothing 30
  30. 30. 2009 Winner Best internal Initiative globally all Bayer Companies 2010 Winner IABC Gold Quill – Employee Communications
  31. 31. 32
  32. 32. 33
  33. 33. 34
  34. 34. 36
  35. 35. C hallenge To achieve more eco-friendly behaviours across its 180,000 em ployees in 2,800 sites Insight Successfully em bed behaviour change by identifying peer influencers at different organisation levels who can sup port and drive the change effort Solution Creation of Woolworths Eco Am bassadors including boot cam ps, toolkits, com mitment cards and solid engagement activities O utcome Em ployees highly engaged in the im portance of sustainable behaviour, with behaviour change and new initiatives being introduced across all am bassador stores. The program is now the big gest volunteer training program in the com pany.
  36. 36. 38
  37. 37. There must be a way of testing commitment and reviewing performance to maintain commitment Managers especially need a commitment to ensure a behavioural link 39
  38. 38. Engaging employees can greatly close the gap to your targets Water based on a 2 0% reduction by 2 015 8 7.0 Actual 7.0 2008 YTD 20% Target 6.9 The gap 6 5.6 6.1 5.4 5.7 Kilolitre/Tonne 5.5 5.0 5.2 4.8 4 2 0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
  39. 39. • • • • • • • • • 41
  40. 40. Stephen Hale Managing D irector Stephen. Hale @ ogilvyearth.com.au 04 3 8 6 5 5 0 46

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