XIII Regional EACD Lisbon Debate over the topic "Doing Good, Doing Great: creating long term value through Corporate Citizenship and CSR", 28th october 2014, presentation by Rui Silva, Nobre

1. NOBLE HOUSE OF CITIZENSHIP
14º DEBATE EACD LISBOA
CSR&CORPORATE CITIZENSHIP

2. The Noble House of Citizenship was conceived with the objective of strengthening the institutional
dimension of Nobre through a project-anchor of Corporate Social Responsibility and to create a direct
relationship with stakeholders and citizens in favor of a shared civic purpose: the identification and
tribute of noble acts performed by (ordinary) people.
In the area of Corporate Social Responsibility, were set as objectives:
1 Position Nobre as a socially responsible company
Definition of territory of activity; creation and management of institutional relations;
awareness
2 Enhance Nobre brand value
Creation of value perception beyond the product; Creation of a new anchor of relationship
with stakeholders and consumers / citizens
FRAMEWORK

3. THE NOBLE HOUSE OF CITIZENSHIP WAS CREATED TO IDENTIFY, RECOGNIZE
AND DISTINGUISH THE NOBLE ACTS PERFORMED BY CITIZENS.
NHC
With “no owner” NOBLE HOUSE OF CITIZENSHIP aggregates institutions and citizens and focuses on the Noble Acts of
each individual. By being based on citizen's itself, NOBLE HOUSE OF CITIZENSHIP is genuine and authentic.
Mentored by Nobre, it is a reality by the will and action of the institutions that integrate its Institutional Council, of the
personalities that integrate its Honour Committee and, above all, of the Citizens that identify and propose their fellowships
that, they believe, were responsible for Noble Acts.
It aims to perpetuate Citizens Noble Acts in the world and in time, crossing borders and beyond memory.
The Noble House of Citizenship was created under the mentoring of Nobre
company that realized the need and opportunity to promote citizenship by
honouring the good examples through its public recognition.

4. The NOBLE HOUSE OF CITIZENSHIP operates with an organic structure based
in 3 figures: a) Citizens, b) Institutional Council and c) Honour Committee.
STAKEHOLDERS
To fulfill its purpose and assuring legitimacy,
several institutions were invited to take part of
the Noble House of Citizenship.
Honour
Committee
Distinguishes Noble Acts
Institutional Council
Evaluate the Proposals and
Recognize Noble Acts
Citizens
Identify and Propose Noble Acts
Institutional Council
Honour CommitteeNHC

5. Fig 1-2. NOBRE wall built in factory facilities with contributions of the employees.
At first, NOBRE's employees – the
ambassadors of the project – were invited to
share their own idea of what a Noble Act
meant for them. A wall was built with their
contribution at the NOBRE factory facilities.
EMPLOYEE
ENGAGEMENT
NHC
Fig 3-4. NOBRE’s employees shared three words/ definitions that represent "what is a
noble act".

6. Fig 5-6. Facebook community of "Portugal is Noble“ contributed with 589 comments.
In the search for the perfect definition for
Noble Act, about 900 people were involved.
The members of the Honour Commission and
Institutional Council of NHC, Facebook
community of "Portugal is Noble“ and NOBRE
employees – all them shared with the NHC
their own definitions of a Noble Act.
“A Noble Act is an action performed for the benefit of third
parties, absent of any personal interest, reflecting the character
of those who practice it, showing integrity, honour and humanity.”
Noble House of Citizenship, 2013
Fig 7. The official definition of a “Noble Act” by the Noble House of Citizenship.
THE DEFINITION OF
“A NOBLE ACT”
NHC

7. HOW DOES NHC ACT?
1. Any citizen may
propose other citizen,
submitting a proposal in
the Noble House of
Citizenship website.
2. The Institutional
Council assesses the
eligibility of candidates
and recognizes the
proposed Noble Acts.
3. Once the eligibility is
recognized, the citizen
receives a Commendation
by his Noble Act on a
public ceremony.
4. The institutions are the
hosts of the ceremony and
the citizens are invited to
bring their families and
friends.
5. Each year, the
Honour Committee
distinguishes the
greatest Nobel Acts
from the commended
ones and those Citizens
receive the Title Noble
Citizen.
6. The Title Noble
Citizen is given at an
annual ceremony that
pays tribute to Noble
Acts performed by these
citizens.
NHC

8. THE LAUNCH
The NOBLE HOUSE OF CITIZENSHIP was
launched in an institutional gathering where
the Committee and Council members
participated.
Fig 8. Launch ceremony held in Mother Reservoir
Water Amoreiras with the presence of the NHC
stakeholders.
Fig 9. One of the First
Commendations received.
Fig 10. Second Commendation Ceremony.
THE COMMENDATIONS
Since its launch there were six Commendation ceremonies. In these, 33 citizens
received public recognition for their Noble Acts. These ceremonies always count
with the presence of NHC institutional stakeholders as well as NOBRE’s CEO.
NOBLE HOUSE OF CITIZENSHIP IN ACTION
NHC

9. Fig 11. Ceremony held in Ajuda Palace with the
presence of the NHC stakeholders.
Fig 12. One of the medals
received.
Fig 13. The citizens honoured with the Title of
“Noble Citizen”.
CEREMONY FOR THE ATTRIBUTION OF “NOBLE CITIZEN” TITLE
Among the people honoured with Commendation, 8 were distinguished with the Title of “Noble Citizen”. All the citizens
attended this ceremony with their families and friends.
The institutions were also represented so to honour and pay tribute to the distinguished citizens.
NOBLE HOUSE OF CITIZENSHIP IN ACTION
NHC

10. COMMUNICATION

11. NHC COMMUNICATION
MEDIA RELATIONS
Through Media Relations, NHC as
well as Citizens were presented to
journalists generating news. Regional
and local media are also invited for
each of the ceremonies held.
AWARENESS TO RAISE PROPOSALS
Communication efforts were made to engage
Portuguese Citizens calling them to action and
to submit Noble Acts proposals.
This campaign included Digital and Social
media and Media Relations. Videos were
produced to tell the Noble Acts of the Citizens
honoured in the previous ceremonies.
Institutions within the Committee Project also
published NHC contents in their own digital
platforms.
DIGITAL
NHC website explains the purpose
and proccess to honour Noble Acts.
Also, an application was created on
Facebook "Portugal is Noble" which
gives explanation, contents and
interaction along with “call to action”
for the submission of proposals on
the site.
COMMUNICATION
Fig 14-15. Examples of videos produced to raise proposals.

12. NOBLE ACTS ARE RECOGNIZED ON THE MEDIA
Fig 16. The first citizens honoured by
Noble House of Citizenship were cover of
the “Diário de Notícias”
Fig 17. The eight citizens who were distinguished with the Title of “Noble Citizen”
are presented in Jornal de Notícias
Fig 18-19. “Jornal da Noite”, Sic, and “Jornal da TVI” presented the stories that were
behind the Noble Acts that led to the distinction by the Noble House of Citizenship.
RESULTS

13. RESULTS

14. The Noble House of Citizenship has already been recognized for its work to identify and distinguish noble acts
performed by citizens, having already put the Nobre brand in three podiums - including internationally.
AWARDS
1. Sabre Awards 2013: The Noble House of Citizenship was one of the finalists of the
10th edition of the EMEA Sabre Awards (2013).
2. Prémio Masters da Distribuição: Nobre was recently awarded the “Masters of
Distribution” award in the category “Masters Social Responsibility”.
3. Prémios Lusos: the action of constructing the tile panel at the Nobre factory in
collaboration with each employee won the Bronze Award in Lusos 4 | 2014 in the
sub-category of Internal Communication.
RESULTS

15. NHC allowed to NOBRE to create and/or
reinforce relationship with 19 stakeholders.
About 900 people reflected on the meaning of
"Noble Act“, from these large group 300 were
NOBRE employees.
Until now, there were six Comendation
Ceremonies and 33 citizens were honoured
due to their Noble Acts
INDICATORS RESULTS
NOBLEHOUSEOFCITIZENSHIP
INSTITUTIONAL
RELATIONS
Total no. of stakeholders engaged 19
No. of organizations engaged 11
No. of individual stakeholders engaged 8
NOBLE ACT DEFINITION
Total no. of contributions 908
No. of stakeholders contributions 19
No. of NOBRE employees contributions 300
No. of facebook contributions 589
EXTERNAL LAUNCH
Total no. of presences 35
No. of speakers 4
No. of Institutional presences 22
CITIZENS
COMMENDATIONS
No. of commendation ceremonies 6
No. of submitted proposals 62
No. of elegible proposals 50
No. of citizens proposed 44
No. of evaluated proposals 50
No. of commendations attributed (Noble Acts validated) 33
No. of Commended Citizens recognized with the Noble
Citizen title
8
NHC RESULTS
RESULTS

16. INDICATORS RESULTS
COMMUNICATIONSANDDIGITALPRESENCE
CAMPAIGN TO RAISE PROPOSALS
Total no. of videos produced 10
Total no. of video views 17.387
FACEBOOK
Total no. of published posts 180
Total no. Interactions with NHC posts 18.398
Total no. shares of NHC posts content 2.052
Post reach of NHC content 1.488.754
NHC WEBSITE
No. of visits 9.928
No. of visitors 7.708
Page Views 28.726
COMMUNICATION NHC
No. of published/broadcasted news 76
No. of Media Results (with stakeholders) 19
% of strategic media publishing news about the project 80%
Time of news on television 2h05min
Time of news on radio 28min, 21 seg
% of published news with a image of the project 76%
COMMENDATION CEREMONIES
Total of Media results 66
Avg. Media Results (stakeholders platforms) per ceremony 11
The communication of NHC led to 76
results, from which 80% were detected on
strategic media.
Regarding website activity there were
9.928 visits made ​​by 7.708 visitors. The
number of pages viewed during this period
was 28.726.
NHC RESULTS
RESULTS

17. CONCLUSIONS

18. THE NOBLE HOUSE OF CITIZENSHIP HONOUR CITIZENS
And strengthen the proximity of Noble both with citizens and institutional stakeholders
The NOBLE HOUSE OF CITIZENSHIP is an ongoing project strongly and successfully committed with:
» Reinforcing corporate strategy and reputation;
» Reinforcing institutional relations;
» Generating positive and measurable social impact;
» Generating trust / confidence in NOBRE, and therefore impacting business results.
CONCLUSIONS
The NOBLE HOUSE OF CITIZENSHIP is a statement for NOBRE to become the
company-citizen of reference, emphasizing its commitment on the promotion of the
common good of society.