Basics steps to create internal green ambassadors - workshop

“We are emotional creatures trying to exist in a world of

logic and we wonder why things are difficult to achieve”

Peop le need to feel engaged to act not just informed

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What are employees saying about sustainability?

40%

20% 19%17%

3%1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Low level ofcommitment

frommanagement

Not a priority Other Don't knowwhat to do

Distrust ofmanagement

objectives

Don’t knowwhy

What are the communication

challenges?

Exercise- what stops employees acting?-collective research results

OgilvyE arth - services

Enviro managementproviding practical and technical services

Some of our OgilvyE arth clients

2008 and 2009 PRIA Golden Target AwardsEnvironmentWinner, Launching Cascade Green - 100% Carbon Offset BeerSocial ResponsibilityWinner, Bluescope Steel's Tank a Day ChallengeInternal CommunicationsCommended , Coca- Cola Live Positively Festival

IABC Gold Quill Awards2006 Award of Merit, Amcor’s Greenlight Program 2010 Gold Quill, Bayer Australia’s B-Green Program

2005 NSW Government Green Globe AwardsExcellence in Education and Awareness, Amcor Greenlight Program, Amcor

2008 Asia Pacific PR AwardsCrisis or Issues Campaign of the Year to Parker & Partners for the Rice Growers Association of Australia “Breaking the drought of support for Australian rice growers” campaign

Recent Australian, A sian & International Awards

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ChallengeTo set up Ogilvy PR’s internal sustainability program and work to implement the sustainability communication strategy to achieve Ogilvy PR’s sustainability targets while ensuring transparent and defendable sustainability practices.

InsightWhen Ogilvy PR Worldwide in Australia decided to create OgilvyEarth, the need to “walk the talk” was pivotal to the credibility of Ogilvy PR. By walking the talk, OgilvyEarth would be better placed to “talk the talk” to clients.

SolutionTo create a long term strategic approach to sustainability, Ogilvy PR laid the foundation with sustainability documents, including:

- Earth-Policy - Ogilvy PR’s Sustainability Policy - Earth-Plan - sustainability improvement program - Earth-Pledge - code of practice for sustainability counsel

A sustainability team of volunteers, the Earth-Team, was created to drive the program. With intercompany competitions, monthly Earth-Tips, suggestion boxes, across floor education and engagement and the Ogilvy worm farm, Ogilvy PR is working towards the 2010 targets.The performance of the internal program is also reviewed by Earth-Group, an independent advisory committee.

ResultA well functioning internal program with buy in from management and employees.

-Unplugged

OgilvyEarth Internal sustainability program

REALISE BENEFITS

Lead from the Top

Set the Scene

Engage and Encourage

Involvement

Build Commitment

ADD VALUE

ESTABLISH UNDERSTANDING

and ENGAGE EMPLOYEESHIGHER ENGAGEMENT EMBED

GOALS

APPROACH

RESEARCH

COM MUNICATE

LEADERSHIP

PLANIMPLEMENT

Embed sustainable behaviours and make them stick

Benefits• Buy-in and participation• Build know ledge base• Com mun ication infrastructure• Leadersh ip & Reinforce Vision

Benefits• Financial ach ievement• Stronger alignment• Enhance the brand

Change to more sustainable behaviour

Continuous Commun ication

Ongoing measurement

Benefits• Strong participation levels• Generate pride• Demonstrate Cred ib ility of sustainab ility Vision

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E arth-View software - evaluate your current positioning

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The Defence pilot program has achieved an audited result of

•Electricity target was 5% reduction and 9.6% was achieved•Water target was 10% reduction and 27% was achieved

Three Pillars of Sustainability survey- what are your employees really think ing?

E lectronic employee survey

What shade of green?- key find ings that drive

0%

10%

20%

30%

40%

50%

Pa le green -Do/es not

consider theenvironment

A l i t t le green– Take some

posit iveact ions

occasiona l ly

Mediumgreen - Do/es

what I/wecan

Grow inggreener

everyday –Act ive ly

looking toi mprove

Dark green -Live andbreathe

susta inabi l ity

0%

10%

20%

30%

40%

50%Are you at home?Is the organisat ion current ly?

Emp loyees feel they are more sustainab le at home

compared to the organ isat ion

What in itiatives you would be interested in having for your workp lace?

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295285 281

233221 215

190

166144 138

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Resp

onse

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G uidebook on environmental sustainab ility at home and at workResource effic iency aud its and init iat ives Electronic fact sheet series covering environmenta l init iat ivesCompany sponsored incent ives for ac t ions at home O pt iona l field trips and part ic ipat ion in init iat ivesInter-off ice environmental challenges and compet it ionsSpeaker series on key sust ainab i lity top icsCorporate sustainab ility report ingEnvironmenta l Management System accred itat ionCarbon neutra l events - such as company C hristmas partyEnvironmenta l volunteeringEmp loyee env ironmental awardO ther. . .

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Rules•Common language•Run through with your team for flow•Stay on key messages

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The green team members must have for each interaction•Talk to – planned set of messages to deliver•Take home- key reference points or take away materials•Feedback optortunities – best options are feedback boxes, 1800 toll lines, intranets etc•Engage the leadership team first for the best possible support

2009 PRIA Golden Target AwardsInternal CommunicationCommended

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Clearly promote the avenues for feedback and make sure they are two way•Intranet•1800 toll free lines•Feedback boxes in lunch rooms•Greenteam questions session in key employee meeting places•Ideas competitons with real prizes •MD monthly lunches with nominated and concerned employees•Mailers•Newsletter coupons

Take Home- Toolkit- page example

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Take Home- Greenlight Toolkit-resource centre

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Our Ogilvy House sustainability dashboard

ChallengeAch ieving add itional energy savings at AM C OR Sm ithfield by sh ifting emp loyee behaviour

InsightEducate on the environmental consequences of behaviours and importantly focus on what emp loyees can do to make a d ifference

SolutionLaunch of Project Green Light, w ith train ing , guidelines and commun ication materials starring emp loyees encourag ing ideas from the ground up

OutcomeSustained emp loyee behaviour change resulted in a 30% reduction in base load energy consumption overn ight and a 70% reduction over the weekends

WIN NER O F THE 2006 IABC G OLD Q UILL AWARD

WIN NER O F THE 2005 NSW GREEN GLOBE AWARD

No apologies – green is the new gold!

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For adidas, sustainability is not just a response or responsibility – it’s an

opportunity to create new business value for yourselves and your consumers!

Eco-Athletes - Impossible Is Nothing

2009 Winner Best internal Initiative globally all Bayer Companies

2010 Winner IABC Gold Quill – Employee Communications

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ChallengeTo ach ieve more eco-friend ly behaviours across its 180,000 emp loyees in 2,800 sites

InsightSuccessfully embed behaviour change by identifying peer influencers at d ifferent organ isation levels who can support and drive the change effort

SolutionCreation of Woolworths Eco Ambassadors includ ing boot camps, toolkits, comm itment cards and solid engagement activities

OutcomeEmp loyees h igh ly engaged in the importance of sustainab le behaviour, w ith behaviour change and new in itiatives being introduced across all ambassador stores. The program is now the b iggest volunteer train ing program in the company.

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There must be a way of testing commitment and reviewing performance to maintain commitment

Managers especially need a commitment to ensure a behavioural link

Water based on a 20% reduction by 2015

7.06.9

7.0

6.1

4.85.05.2

5.45.5

5.65.7

0

2

4

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2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Kilo

litre

/Ton

ne

Actual20% Target2008 YTD

Engaging employees can greatly close the gap to your targets

The gap

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Stephen Hale Managing D irectorStephen. Hale @ ogilvyearth.com.au0438 655 046