Baltic PR Awards 2011: Turn off Indifference Turn on Responsibility


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  • I am Aistis Zabarauskas, an account director of Lpublic relations consultancy
  • Baltic PR Awards 2011: Turn off Indifference Turn on Responsibility

    1. 1. May 19, 2011 Riga
    2. 9. Unauthorized entry to network facilities Andriaus Vaitkevičiaus/ nuotr. 8-10 lives lost annually due to low safety perception ELTA Juliaus Kalinsko/„15 minučių“ nuotr.
    3. 10. Electricity theft: losses of 300k EUR annually Enough to light 40 schools for the whole year RST RST
    4. 11. Awareness of civil duties is low 64.000 people were left without electricity for total of 125 days RST
    5. 12. Operacija 2020: the strategy <ul><li>10-year-long educational programme aiming to promote responsible behaviour with electricity </li></ul><ul><li>Set to outreach at least 60% of population through direct communication and media relations in 10 years with limited budget </li></ul><ul><li>Employs easy to understand communication tools and peer-to-peer tone </li></ul><ul><li>Partnership with local authorities to deliver the message </li></ul><ul><li>Involvement of local communities </li></ul><ul><li>STRONG COMMITMENT OF THE COMPANY ITSELF </li></ul><ul><li>Three stages of Year 1 of the programme </li></ul>
    6. 13. Operacija 2020: the tactics Comprehensive information resource on the Internet
    7. 14. Operacija 2020: the tactics Manual of responsible behaviour with electricity for distribution
    8. 15. Operacija 2020: the tactics Information visualizations for greater understanding and impact
    9. 16. Operacija 2020: the tactics Information visualizations for greater understanding and impact
    10. 17. Operacija 2020: the tactics The phone of trust to report theft and hazards: 8 5 255 2 555
    11. 18. Operacija 2020: the tactics Engagement of call center 1802 RST. Call center manager Lina
    12. 19. Operacija 2020: the tactics Partnership with local authorities for message and information delivery RST
    13. 20. Operacija 2020: the tactics Involvement of local communities RST
    14. 21. Operacija 2020: the tactics Extensive media relations both national and regional
    15. 22. Results <ul><li>18 meetings with local media and communities were organized. RST started partnership with 99 local authorities. </li></ul><ul><li>25.000 guides for safe and responsible electricity consumption were distributed in 274 communities. </li></ul><ul><li>RST received 18 original projects, 6 of them were awarded. </li></ul><ul><li>100 media entries. </li></ul>RST <ul><li>Awareness of the initiative in Eastern Lithuania reached 16% after 6 months of the educational campaign. </li></ul><ul><li>Reporting on electricity theft increased by 80%. The monetary value recovered from reported electricity theft fully covered the expenses of the programme in 2010. </li></ul>
    16. 23. Results (II) April 28, 2011 LESTO was awarded by the Ministry of Social Security and Labour and the United Nations Development Programme in Lithuania as the best debut for Social Company of the Year – for LESTO social initiatives “Operation 2020”, “As Much as Needed”, and “Electro Magic”. foto Kestucio Kurieniaus
    17. 24. Key learnings RST <ul><li>Commitment of the company itself is crucial: </li></ul><ul><ul><li>people, </li></ul></ul><ul><ul><li>incentives, </li></ul></ul><ul><ul><li>time, </li></ul></ul><ul><ul><li>existing infrastructure </li></ul></ul><ul><li>Building relationships with communities takes emotional intelligence. </li></ul><ul><li>The tone of communication that broke the ice in this case was: peer-to-peer. </li></ul>
    18. 25. monologue dialogue