CSR Project Case Study

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This is a PR case study presentation to COM359 Media Writing class at the UW.
Sponsored by Renault in 2002 (and again in 2007) and supported by the Ministry of Education and the Department of Motor Vehicles, I designed and produced a safe driving training film. My film has been used as a training tool in two thousand driving schools in Turkey, where approximately one million candidates earn their license annually.

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  • I am a visual communicator with a strong passion for digital video and photography. I am currently engaged as a freelance Multimedia Producer at the Pacific Science Center for the Portal to the Public project. I have also taught video production to faculty and staff at the UW Media Relations and Communications Department, and produced many successful multimedia photo-essays and documentaries for them. I hold a BFA in film; a Master’s Degree in Public Relations; and I am pursuing my second Masters in Digital Media at the University of Washington to better understand how to leverage digital media in business. I have over ten years of professional experience as an Account Executive for multinational corporations in Turkey and Europe. Well-versed in marketing communications, event management, and advertising as an Account Executive: orchestrated large-scale projects for General Motors, Mercedes-Benz, Toyota, Chrysler and Renault in Turkey.
  • The fundamental idea of CSRis that business,society and environment are interlinked to each other. They are not distinct entities. Every organization has social, ethical, legal, and economic impacts. CSR is a voluntary approach that a business enterprise takes to meet particularexpectations regarding their social, environmental, and economic activities.Organizations seek to be perceived to be meeting their obligations to society, thereby gaining and maintaining their activity and reputation. Corporate social responsibility encompasses not only what companies do with their profits, but also how they make them. It addresses how companies manage their economic, social, and environmental impacts, as well as their relationships in all key spheres of influence: the workplace, the marketplace, the supply chain, the community, and the public policy realm.
  • Corporations use these voluntary efforts to emphasize their responsible activities (whether real or not), shape public perceptions about their corporate behavior, and influence the social expectations.Our case study is a multinational CSR activity sponsored by Renault, a French automotive company. I designed and implemented a cause-related marketing activity for Renault Turkey.
  • personal background/knowhow:AutomotiveTurkeyFilmPRCOM RESEARCH: alternative COM channels for Automotive clients in TurkeyCorporate Social ResponsibilityCause Related MarketingRESEARCH: local needs relevant to Automotive sector2000 public driving schools1.000.000 driving licence/yearinsufficient educational multimedia toolsEvery year, 1.2 million people around the world die in road accidents. In 80% of cases the main cause is human error.lack of "safe driving" education
  • My challenge was to apply my familiarity with the communications requirements of the automotive sector in Turkey to a corporate social responsibility project. Sponsored by Renault in 2002 (and again in 2007) and supported by the Ministry of Education and the Department of Motor Vehicles, I designed and produced a safe driving training film. My film has been used as a training tool in two thousand driving schools in Turkey, where approximately one million candidates earn their license annually. Working closely with both corporate and governmental representatives, I learned how to meet both sides’ objectives while directing the extensive resources they provided toward the benefit of the entire public.
  • CSR Project Case Study

    1. 1. Case Study<br />Corporate Social Responsibility<br />Cause Related Marketing<br />Filiz Efe<br />University of Washington<br />
    2. 2. filizefe | filizefe.com<br />Visual Communicator - Corporate Communications<br />Multimedia Producer,Pacific Science Center <br />Multimedia Producer, YouTube UWHuskies Channel<br />Digital Storytelling Instructor, UW Media Relations and Communications Department<br />BFA in Film; MA in Public Relations; and MC in Digital Media<br />10+ yrs in marketing communications, public relations, event management, and advertising. As an Account Executive, orchestrated large-scale projects for General Motors, Mercedes-Benz, Toyota, Chrysler and Renault in Turkey and Europe.<br />Produced a training film that has been used in 2000 driving schools in Turkey. The production was supported by the government and sponsored by Renault in 2002 and again in 2007. <br />
    3. 3. Key spheres of Influence<br />Corporate Social Responsibility<br />
    4. 4. Taxonomy & Examples of CSR practices<br />
    5. 5. Background Overview / Identifying the Need…<br />
    6. 6. Challenge<br />Raising awareness of <br />road dangers and safe habits <br />in young people<br />through the use of CSR.<br />
    7. 7. Project:Safe Driving Film for Driving Schools in Turkey<br />
    8. 8. Implementation<br />
    9. 9. Reaching Multicultural Audiences: “Safety for All” Campaign<br />Argentina<br />Austria<br />Bulgaria<br />Cyprus<br />France<br />Germany<br />Honduras<br />Luxembourg<br />Madagascar<br />Mexico<br />Morocco<br />Netherlands<br />Poland<br />Portugal<br />Romania<br />Russia<br />South Korea<br />Spain<br />Sweden<br />Switzerland<br />Turkey<br />United Kingdom <br /><ul><li>Safe Driving Film took part within this campaign:
    10. 10. Renault launched its international Safety for all program in 2000. Its objective is simple: to make children and young people aware of the basic principles of road safety through education, and teach them road-safety reflexes from an early age.
    11. 11. Today, Road safety initiatives by the Safety for all program involves  22 countries and has raised awareness in more than 11 million young people since its inception. Safety for all is the largest road safety awareness initiative undertaken by an automaker in the world.</li></ul>*Source: Renault Safety for All website<br />
    12. 12. Thanks…<br />References:<br />Dean, Paul. &quot;Corporate social responsibility.&quot; Blackwell Encyclopedia of Sociology. Ritzer, George (ed). Blackwell Publishing, 2007. Blackwell Reference Online. 02 February 2010 http://www.blackwellreference.com.offcampus.lib.washington.edu/subscriber/tocnode?id=g9781405124331_chunk_g97814051243319_ss1-210<br />Bartlett, Jennifer L. &quot;Corporate Social Responsibility.&quot; The International Encyclopedia of Communication. Donsbach, Wolfgang (ed). Blackwell Publishing, 2008. Blackwell Reference Online. 02 February 2010 http://www.blackwellreference.com.offcampus.lib.washington.edu/subscriber/tocnode?id=g9781405131995_chunk_g97814051319958_ss148-1<br />http://www.safety-for-all.com/road-safety/program/index.aspx<br />

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