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Project: OXYGEN – LATVIA PLANTS TREES!

Category: CORPORATE SUSTAINABILITY&RESPONSABILITY


Summary

The tree-sowing and p...
about excessive deforestation, which created potential damage to the reputation of
forest manager LVM.

There was a needed...
A support network for the campaign was established in all of Latvia’s 700 primary
         schools. Pupils sowed seeds and...
SEB team sows trees all around the http://www.seb.lv/data/SEB-galerijas/koku-
Latvia                               sesana/...
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Oxigenc csr

  1. 1. Project: OXYGEN – LATVIA PLANTS TREES! Category: CORPORATE SUSTAINABILITY&RESPONSABILITY Summary The tree-sowing and planting campaign Skābeklis (Oxygen) was created to demonstrate the contribution of Latvia’s largest forest manager a/s Latvijas valsts meži (LVM) and greenest bank SEB banka to cleaning up Latvia’s environment, as well as foster the Latvian population’s awareness and patriotism about Latvia being one of the world’s greenest countries. The creative idea and target set for the Skābeklis campaign was to sow and then plant just as many trees as there are people living in Latvia. In total, 2 231 503 fir, pine and oak trees. Is that a lot? No! Because each of us only had to plant one seed. Extensive public involvement, national and regional media events, a campaign in schools and an interactive web project ensured that not only one tree was planted for every Latvian resident, but also campaign substantially added to the campaign organisers’ reputations as green companies. Campaign helped to overcome the threats of LVM reputation damage that accrued after the Latvian government decided to double the rate of felling trees. And SEB strengthen it’s positions as the company that aims to build a more sustainable business by supporting its customers and contributing to the communities in which it is present. Situation Yale University's list of the world's greenest countries ranks Latvia 8th. Research found that Latvian forests are managed at the highest level, attaining 100 out of a 100 points.. In 2009 however, at the height of the economic crisis the Latvian government decided to double the rate of felling trees. Latvian public increasingly expressed concern
  2. 2. about excessive deforestation, which created potential damage to the reputation of forest manager LVM. There was a needed for a project that not only yielded measurable positive results, but also fosters the Latvian population’s awareness about Latvia being one of the world’s greenest countries. Objectives The agency’s task was to create a communications solution to educate the Latvian public about forest planting issues and provide a genuine contribution to preserving Latvia’s natural biodiversity. At the same time, the campaign’s objectives were:  to promote a positive outlook towards LVM’s activities, improving the company’s operational rating o (Both are regularly measured by research centre SKDS)  to strengthen the image of the other campaign partner – SEB banka – as an environmentally and society friendly company o (Important measure for SEB is company’s position in reputation top of finance sector in Latvia presented by TNS). Strategy The campaign strategy was not only to contribute significantly to forest planting, but through the involvement of almost all Latvian schools, Latvian companies and opinion leaders, to demonstrate the contribution of Latvia’s largest forest manager a/s Latvijas valsts meži and greenest bank SEB banka to cleaning up Latvia’s environment. The creative idea and target set for the Skābeklis campaign was to sow and then plant just as many trees as there are people living in Latvia. In total, 2 231 503 fir, pine and oak trees. Is that a lot? No! Because each of us only had to plant one seed. The campaign's creative concept and strategy is based on SEB banka’s Corporate Sustainability Strategy, as well as LVM’s strategic objective to preserve nature’s diversity, while creating a caring and responsible public attitude towards the Latvian environment. Execution The campaign was launched alongside the symbol of Latvian unity – the Freedom Monument. To introduce the Skābeklis idea to the general public, a number of project ambassadors – well-known and respected people – planted their own tree seeds.
  3. 3. A support network for the campaign was established in all of Latvia’s 700 primary schools. Pupils sowed seeds and were active in reporting on germinated trees at the campaign website. To maintain a constant flow of publicity, special tree-sowing events were held throughout Latvia. Trees were sown by actors, orchestra musicians, as well as by employees and teams representing many Latvian companies. Those interested could obtain sets of seeds at Latvian post offices and SEB banka branches. The Skābeklis website www.skabeklis.lv featured, alongside the latest tree-planting information, an interactive map allowing anyone to log how many fir and pine tree seeds they had planted. Documented Results 700 schools, several hundred companies and many thousands of residents took part in the campaign. 500 000 plantings were registered at the website, just about 28% of the Latvian population. Successful cooperation with the media, articles, competitions, interviews and bloggers garnered several thousand publications in national and regional media and popular social networks. 2 278 234 fir and pine seed were sown during the campaign and will be replanted, attaining the campaign target – to plant as many trees as there are people living in Latvia. According to surveys by research centres SKDS and TNS, campaign succeeded in growing the reputations of LVM and SEB:  Over the campaign, the number of people who believe that LVM manage Latvia’s forests very well increased by 10%, the rating of performance and LVM management improved.  And SEB strengthen it’s positions as the organization with the best reputation in finance sector in Latvia. Links URL Name of the link Link Website of campaign www.skabeklis.lv
  4. 4. SEB team sows trees all around the http://www.seb.lv/data/SEB-galerijas/koku- Latvia sesana/index.htm Oxygen – part of SEB group Corporate http://sustainableperspectives.sebgroup.com/Sustainability- Sustainability strategy and program SEB/4-Reducing-our-footprint/ LVM corporate strategy http://lvm.lv/eng/lvm/strategy_/

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