NOBLE HOUSE OF CITIZENSHIP 14º DEBATE EACD LISBOACSR&CORPORATE CITIZENSHIP

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 companyDefinition of territory of activity; creation and management of institutional relations; awareness

2 Enhance Nobre brand valueCreation of value perception beyond the product; Creation of a new anchor of relationship with stakeholders and consumers / citizens

FRAMEWORK

THE NOBLE HOUSE OF CITIZENSHIP WAS CREATED TO IDENTIFY, RECOGNIZE AND DISTINGUISH THE NOBLE ACTS PERFORMED BY CITIZENS.

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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.

The NOBLE HOUSE OF CITIZENSHIP operates with an organic structure based in 3 figures: a) Citizens, b) Institutional Council and c) Honour Committee.

STAKEHOLDERSTo 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 CouncilEvaluate the Proposals and

Recognize Noble Acts

CitizensIdentify and Propose Noble Acts

Institutional Council

Honour CommitteeNHC

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

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Fig 3-4. NOBRE’s employees shared three words/ definitions that represent "what is a noble act".

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”

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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.

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THE LAUNCHThe 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 COMMENDATIONSSince 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

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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

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COMMUNICATION

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.

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

RESULTS

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

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

NOBLE

HOUSE OF CITIZENSHIP

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

INDICATORS RESULTS

COMMUNICATIONS AND DIGITAL

PRESENCE

CAMPAIGN TO RAISE PROPOSALSTotal 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 CEREMONIESTotal 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

CONCLUSIONS

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.