Ogilvy Earth Creds For P&P

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Australia\'s leading sustainability strategy group

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  • Ogilvy Earth Creds For P&P

    1. 1. Credentials 2009
    2. 2. Ogilvy Earth - services Consumer PR reaching out to green consumers Enviro management providing practical and technical services Government relations leveraging enviro public policy B2B PR delivering green supply chain messages and promoting clean tech Corporate comms evaluating and building sustainability reputation Investor relations positioning companies for green investment Employee comms empowering employees to act on sustainability Community relations engaging with local communities about sustainability issues
    3. 3. Some of our Ogilvy Earth clients
    4. 4. 2008 PRIA Golden Target Awards Environment Winner, Launching Cascade Green - 100% Carbon Offset Beer Social Responsibility Winner, Bluescope Steel's Tank a Day Challenge  2006 IABC Gold Quill Awards Award of Merit, Amcor’s Greenlight 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 Recent Australian, Asian & International Awards
    5. 5. <ul><li>Pulse check </li></ul><ul><li>Gather and collate results </li></ul><ul><li>Analyse / benchmark </li></ul><ul><li>Follow up site tour </li></ul><ul><li>Feedback results to employees </li></ul><ul><li>Employee recognition </li></ul><ul><li>Create sustainability report </li></ul><ul><li>Year two strategy session </li></ul>We have proven approaches - Key behavioural change leading to more sustainable business practices and reputation management OgilvyEarth Support and Project Management <ul><li>Understand existing position </li></ul><ul><li>Establish targets </li></ul><ul><li>Identify current initiatives </li></ul><ul><li>Qualitative / Quantitative employee research </li></ul><ul><li>Site tour </li></ul><ul><li>Establish energy measurement & verification procedures </li></ul><ul><li>Program launch </li></ul><ul><li>Ideas sharing </li></ul><ul><li>Share current position and targets </li></ul><ul><li>Communications coaching and training for green team </li></ul><ul><li>Engage employees </li></ul><ul><li>GreenTeam introduction & appreciation </li></ul><ul><li>Prepare carbon discloser report </li></ul><ul><li>Conduct GreenPrint </li></ul><ul><li>Develop key messages </li></ul><ul><li>Recruit GreenTeam </li></ul><ul><li>Establish program objectives & milestones </li></ul><ul><li>Develop strategy </li></ul><ul><li>Create collateral </li></ul><ul><li>Develop action plan </li></ul><ul><li>Develop internal green brand GreenLight / Gordon or unique to your organisation </li></ul><ul><li>Understand </li></ul><ul><li>the challenge </li></ul><ul><li>Develop </li></ul><ul><li>Communications </li></ul><ul><li>Strategies </li></ul>3. Creative Development & Production of Comms Tools <ul><li>Comm’s </li></ul><ul><li>Program </li></ul><ul><li>Rollout and </li></ul><ul><li>tactics </li></ul>
    6. 6. Earth -View software- ask for your free copy - evaluate your current positioning
    7. 7. Three Pillars of Sustainability survey- what are your employees really thinking? Electronic employee survey
    8. 8. <ul><li>Is it important to save energy and water? </li></ul><ul><li>97% of employees think it is important to save energy </li></ul><ul><li>77% believe changing behaviour could save energy and water </li></ul>What are the communication challenges? What are employees saying?
    9. 9. What are employees saying? Which of the following do you believe could increase motivation around environmental initiatives?
    10. 10. Which communication tools would you find most useful in building awareness about sustainability features? Note: Respondents had the option to choose more than one option Face to face communication and awareness posters are the preferred tools for office as well as factory based employees
    11. 11. Importance of environmental sustainability Not at all Not very Neutral Somewhat Extremely important important important important Employees feel sustainability is currently more important at home than to the organisation Sustainability will however be more important to the organisation in the future
    12. 12. What shade of green? Employees feel they are more sustainable at home compared to the organisation
    13. 13. What initiatives you would be interested in having for your workplace?
    14. 14. Our work
    15. 15. National Rugby League head office carbon footprinting and energy audit OgilvyEarth supports Keep Australia Beautiful (KAB) and its national mission to encourage the community to protect and conserve the natural environment through individual actions. Challenge The National Rugby League is a promotional partner to KAB. With the partnership and engagement in Keep Australia Beautiful Week 2008, NRL wanted to ensure they had their own house in order to avoid claims of greenwash. Insight The NRL wished to explore ways to reduce their carbon footprint and be able to make verified and substantiated claims on their performance and improvements. Solution A carbon footprinting exercise and energy audit was conducted for NRL’s head office to determine its greenhouse gas emissions as well as improvement opportunities. Result The overall footprint was calculated to just over 3,800 tonnes of CO 2 -e. A wide range of technical as well as behavioural change opportunities to reduce and offset their environmental impacts were determined, allowing NRL to set up an action plan for the way towards a smaller footprint.
    16. 16. Origin Energy Public Affairs <ul><li>Challenge </li></ul><ul><li>The Australian Government was elected in 2007 on a policy platform that included a national emissions trading scheme in Australia. Although the overall policy direction - to reduce Australia’s carbon emissions was clear, the devil is in the detail. Origin – Australia’s largest integrated energy company – had a clear vested interest in ensuring that the policy settings underpinning this ground-breaking government delivered environmental benefits while protecting the Australian community and allowing Australian businesses to prosper into the future. </li></ul><ul><li>Insight </li></ul><ul><li>The vast majority of commentary from the Australian business community was likely to be critical of the government policy or alarmist about the possible impacts of the changes to their sector of the policy. This left a clear opportunity for a company with Origin’s experience and policy credentials to play a role informing the general public and in so doing for Origin to position itself as a constructive partner for government from the business community. As trusted and constructive partner Origin would be in a much better position to engage with the Australian Government on the detail of the trading scheme. </li></ul><ul><li>Solution </li></ul><ul><li>Conduct an information-sharing campaign to: </li></ul><ul><li>Neutralise community misinformation about the negative impacts of an emissions trading scheme </li></ul><ul><li>Ventilate Origin’s policy positions on emissions trading </li></ul><ul><li>Clearly signal to policy makes and key influencers that Origin was a reliable policy advocate of emissions trading in Australia </li></ul><ul><li>Result </li></ul><ul><li>Opinion pieces in major Australian broadsheet newspapers from key Origin personnel </li></ul><ul><li>Origin personnel interviewed and featured on national television and radio in key agenda-setting news and business programmes </li></ul><ul><li>Front page news stories setting out Origin’s policy contributions on emissions trading in major Australian newspapers </li></ul><ul><li>Which in turn facilitated a comprehensive meeting programme with key stakeholders on emissions trading including amongst others: </li></ul><ul><li>The Prime Minister’s Office </li></ul><ul><li>The Minister for Climate Change </li></ul><ul><li>State Premiers </li></ul><ul><li>Senior public servants in the Departments of Climate Change, Resources, Energy and Tourism and the Treasury </li></ul>
    17. 17. The Packaging Council of Australia, representing all producers and users of packaging, came to Parker & Partners for help navigating a major new Federal Government policy. Challenge As the Australian Federal Government developed its Carbon Pollution Reductions Scheme and Emissions Trading System the Packaging Council of Australia needed to understand the implications for their members, opportunities for consultation and the anticipated direction that Government would outline for industry. Insight The complex and lengthy government Green Paper was more information than PCA members needed or would realistically have time to digest. P&P drilled through the array of official documents and drew relevant insights from other sources, media and industry to deliver PCA the information they needed; clearly and tailored to their members. Solution Combining the technical and communications skills of the P&P team, a concise report capturing the most significant and relevant elements of the Government position were distilled into a plain-language document. Result PCA members received a 15 page report with key insights into this major policy move, how it will impact their sector and what they can do to engage government on the issues. Policy insight and guidance for Packaging Council
    18. 18. Challenge Veolia Environmental Services has long been a “sleeping giant” within the waste management industry. With an annual turnover in the billions of dollars, Veolia is one of the largest environmental services companies in Australia and globally. For a variety of reasons however Veolia has maintained a fairly low-profile. Parker & Partners was engaged to provide counsel to Veolia with the intention of asserting their position as an industry leader in the waste management space particularly within influential and strategic government circles. Insight 2008 saw the Rudd Government begin to put in place its Carbon Pollution Reduction Scheme with massive implications for industry. Internal analysis indicated the CPRS Green Paper would instigate a number of perverse and inequitable outcomes for the waste management industry. Solution With tactical and strategic support from Parker & Partners, Veolia, spearheaded the waste management industry’s response to the Green Paper at both policy and advocacy levels. Result Whilst the Green Paper has yet to be solidified into legislation Veolia’s position as a leader in the industry and a force to be reckoned with have been clearly demonstrated.
    19. 19. Challenge Woolworths wanted to enhance their existing sustainability programs throughout 2800 different operations nationally. They were seeking to create more eco friendly behaviours in a workforce of 180, 000 employees. Insight They had few non operational communication channels that could be used to create new behaviours. We held a strategy session with key internal stakeholders. We devised a plan based around the creation of peer influencers that could champion the collection of ideas and help develop a greater awareness of the actions that could be taken. A pilot was agreed as the best way to test the ability of the organisation to embrace the change. Solution Eco Ambassadors was created as a pilot program in the Sydney Metro area with a group of store based volunteers. The group was run through a bootcamp training session that equipped individuals to Understand the challenge Communicate the actions required back at store Encourage feedback on effective ideas Result The pilot was so successful that Impact has been retained to commence immediate roll out of the program to 1000 Woolworths brands in both metro and regional locations in May 2008. Employee engagement to drive change
    20. 20. begreen – changing a kangaroo from red to green globally The Challenge Qantas needed a sustainability program that touched the many diverse business units and job functions. Creating meaningful behavioural change across diverse roles, from flight crew to engineering, customer service to catering, was presenting a big hurdle to implementation. They needed to create a globally strategy that could deliver locally. Insight Impact identified the need to educate all employees in key messages and proof points whilst developing an action plan that was localised to gain real traction across a broad range of initiatives focused on fuel, energy, water and waste. The task was even more challenging taking into consideration third party labour hire, retail customers and partner airlines. Solution With the Qantas team we developed Stage 1 of the ‘begreen’ sustainability program. We researched employee opinions on the environmental challenges and potential barriers. The communication targeted the broader objectives of the program, addressing employees and other stakeholders. The education program aimed to align the section by section “begreen” volunteers to develop a localised set of actions that were relevant in their unit. The tactics in each unit focused on immediate actions such as paper reduction targets for offices, energy reduction for airports, fuel reductions for flight operations. Reporting and recognition programs were also introduced to ensure on going traction. Results Qantas has already seen a number of exciting actions ranging from the brand team turning off Qantas logos on buildings, turning off light in offices when not in use, to education around existing fuel conservation plans. Awareness of the program has built considerably with over 350 volunteers joining the “be green ” team in the first 6 months and increased requests for take home information.
    21. 21. Cascade Green: 100% carbon neutral beer Challenge An issues-rich environment with consumers and media acutely aware of ‘green washing’. The challenge was to tell the story of Cascade’s commitment to sustainability and environmental practices, with credibility and authenticity. Insight It’s not about the destination yet, it’s about taking the first steps and staying on course to make a real difference. Solution Telling the story of one of Australia’s first environmentally credentialed beers: Sow - Thought leadership A panel-style media event with genuine, expert spokespeople from the ‘green’ space including Arron Wood, Prime Minister’s Environmentalist of the Year 2007 and Jon Dee, Co-founder Planet Ark. Grow - The proof point; the unique media photo/filming opportunity spokespeople had the opportunity to visit the Cascade brewery and experience the journey firsthand. Nurture - Media tasting, testing, experiencing, and interacting. Result To date there has been a total of 100 pieces of branded coverage across all broadcast, print and online mediums. Cascade Green is now the leading product for the Cascade brand with distribution 37% higher than predicted in the first five weeks and volume 18% higher than predicted. 2008 PRIA Golden Target Awards Environment Winner, Launching Cascade Green - 100% Carbon Offset Beer
    22. 22. <ul><li>Challenge </li></ul><ul><li>BlueScope Steel is a company with large greenhouse gas emissions however the company is taking action to progressively reduce its effect on the environment, and has taken a leadership role in water conservation through the Tank A Day Challenge (TADC). </li></ul><ul><li>Insight </li></ul><ul><li>Schools around Australia are educating children on sustainability and environmental issues. By tapping into the voice of children, BlueScope steel is capturing the attention of the Australian public. </li></ul><ul><li>Solution </li></ul><ul><li>BlueScope Steel created The TADC, aiming to encourage water-saving practices within primary schools, as well as teaching young Australians about the water cycle and the importance of water harvesting, conservation and management. </li></ul><ul><li>To date: </li></ul><ul><li>200 rainwater tanks given away every day of the school year to raise water-awareness across primary schools </li></ul><ul><li>30% of all primary schools across Australia have registered in the TADC </li></ul><ul><li>486,420 primary school students across Australia have taken the online water saving quiz on the TADC website </li></ul><ul><li>Result </li></ul><ul><li>TADC has 25% national consumer awareness (Audited by Initiative Media) </li></ul><ul><li>Total coverage: 239 pieces </li></ul><ul><ul><li>TV             52 pieces                 </li></ul></ul><ul><ul><li>Print          126 pieces               </li></ul></ul><ul><ul><li>Radio        56 pieces                  </li></ul></ul>BlueScope Steel: Tank A Day Challenge “ The TADC has exceeded all expectations. Outstanding school involvement and media coverage generated for BlueScope Steel.” HEAD OF COMMUNICATIONS, BSS 2008 PRIA Golden Target Awards Social Responsibility Winner, Bluescope Steel's Tank a Day Challenge 
    23. 23. Behaviour change to achieve significant reduction in energy usage 2005 NSW Government Green Globe Awards Excellence in Education and Awareness, Amcor Greenlight Program Challenge Achieve additional energy savings at the Amcor Smithfield site by shifting employee behaviour Insight Empowering employees to come up with their own environmental ideas to save energy on site, provides employees with a greater ‘will’ to drive the program. Solution Project GreenLight – bright ideas for a green future, provided training and guidelines on what the employee could do. Included a video with employees talking about the environment, global warming and what it means for them, as well as reminder cards produced in Vietnamese, Mandarin , English and Samoan Result Sustained employee behaviour change resulted in 30% reduction in base load energy consumption during operations and 70% reduction over the weekends. At launch Amcor Smithfield had already saved the equivalent of two weeks worth of energy use simply via employee behaviour change 2006 IABC Gold Quill Awards Award of Merit, Amcor’s Greenlight Program
    24. 24. Employee education and behavioural change reduces energy use <ul><li>Challenge </li></ul><ul><li>To reduce energy usage across the Nestle Blacktown manufacturing site </li></ul><ul><li>Insight </li></ul><ul><li>Nestlé Oceania has a program of technical initiatives in place but also wanted to see if employee behavioural change could assist further in beating their energy reduction target of 3%. </li></ul><ul><li>Solution With the support of NSW Department of Environment and Climate Change, the Nestlé Blacktown team piloted the GreenLight program which included: </li></ul><ul><li>Creating a volunteer Green Team consisting of management and employees </li></ul><ul><li>Research on employee opinions and perceptions </li></ul><ul><li>Collection of energy saving ideas from front line production people, which identified non-technical initiatives that were added to their strategy over 12 months </li></ul><ul><li>Result - 8.6% reduction in gross electricity use </li></ul><ul><li>Nestlé Oceania met their reduction target of 3%. Nestlé Blacktown plant achieved an energy reduction of 2.1% per tonne of product and the focus on the plant electricity reduction saw a reduction of 8.6% in gross electricity use. The main point of difference being the GreenLight Program. </li></ul>
    25. 25. <ul><li>Challenge Working with FreightCorp to gain support for the company’s imminent privatisation, improve efficiency and drive up the share price. </li></ul><ul><li>Insight In a time of great change and employment insecurity, employees needed to understand the benefits for themselves and the company for the privatisation, while voicing their concerns to the senior management. </li></ul><ul><li>Solution An innovative 24-month communications programme was tailored to meet the needs of the employees and management. </li></ul><ul><li>Result </li></ul><ul><li>FreightCorp was the first privatisation in NSW that employees voted in favour of. A sale that netted the NSW Government $1.172 billion. </li></ul><ul><li>Efficiency was raised, helping them achieve significant cost savings that contributed towards the sale price. </li></ul><ul><li>$2.5 million dollars per annum in fuel saved from $80K invested in employee communications. Based on today’s fuel prices this would be over $4 million dollars. </li></ul><ul><li>This is equal to a reduction of over 8200 tonnes of carbon emissions pa </li></ul>Gaining Employee Support for Business Initiatives
    26. 26. 45 a day 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! The program will change the behaviours of employees not only their head office but 1000 stores in ASIA. Targeting a 20% reduction in their footprint by 2010 New shoes made from recycled plastics As seen in their Olympic site advertising Eco-Athletes - Impossible Is Nothing
    27. 27. <ul><li>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. </li></ul><ul><li>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 better placed to “talk the talk” to clients. </li></ul><ul><li>Solution To create a long term strategic approach to sustainability, Ogilvy PR laid the foundation with sustainability documents, including: </li></ul><ul><li>Earth-Policy - Ogilvy PR’s Sustainability Policy </li></ul><ul><li>Earth-Plan - sustainability improvement program </li></ul><ul><li>Earth-Pledge - code of practice for sustainability counsel </li></ul><ul><li>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. </li></ul><ul><li>The performance of the internal program is also reviewed by Earth-Group, an independent advisory committee. </li></ul><ul><li>Result A well functioning internal program with buy in from management and employees. </li></ul>-Unplugged Ogilvy Earth Internal sustainability program
    28. 28. New services <ul><li>On –line sustainable office program </li></ul><ul><li>Customised on-line learning platforms </li></ul><ul><li>Program branding </li></ul><ul><li>LCA and product advice </li></ul>
    29. 29. Stephen Hale Director [email_address] 0438 655 046

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