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Think positive, think well: the hidden potential of CSR programs TATIANA MERKULOVA Director of SPN Ogilvy St. Petersburg

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SPN Ogilvy Global and national awards for CSR campaigns

IPRA Golden World Awards 2010 «“Больше доноров – больше жизни”: построение

института донорства крови в России»

IPRA Golden World Awards 2012 «Все на ВольтЗарядку!»

IABC Gold Quill Awards 2012 «Каждый день – это Ваш день!», кампания по

повышению осведомленности о сахарном диабете

Professional Achievement Awards 2o10 «“Больше доноров – больше жизни”: построение

социального института донорства крови в России»

Professional Achievement Awards 2o11 «Наша мета – жити до ста» для «Боржоми» (Украина)

SABRE Awards 2010 «“Киевстар”. С мыслью о Вас»

SABRE Awards 2011 «“Я донор”: построение социального института

донорства крови в России» для Минздравсоцразвития России и ФМБА России»

SABRE Awards 2012 «Каждый день – это Ваш день!»

Global SABRE Awards 2011 «Я донор»

«Серебряный Лучник – 2009» «Коммуникационная кампания по

развитию массового безвозмездного донорства крови и ее компонентов Минздравсоцразвития РФ»

«Серебряный Лучник – 2007» «Мобильный этикет» для «Билайн»

«Серебряный Меркурий – 2012» «МузАртерия» (3 место)

«Серебряный Меркурий – 2012» «Все на ВольтЗарядку!» (спец. приз

«Лучшее использование celebrity в btl(ttl)-кампании»)

Национальная премия в области event-индустрии «Событие – 2012» Всероссийский конкурс «МузАртерия»

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Corporate Social Responsibility

“Responsibility is the Price of Greatness” Winston Churchill

“Goodness is the only investment that never fails” Henry David Thoreau

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Corporate Social Responsibility

• What is CSR?

• Does it depend on the company’s size whether to take a CSR

initiative?

• How to choose the right direction of a CSR program?

• How much does it cost?

• What is the value of a CSR program?

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Corporate Social Responsibility

A Win-Win strategy for everyone involved

SOCIETY

COMPANY EMPLOYEES

GOVERNMENT

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Key success factors of CSR campaigns:

• Integration into the current “agenda”

• Relevance to the audience and to the brand: why exactly THIS brand

is engaged into THIS particular cause?

• Choosing the right people (campaign participants and “ambassadors”)

• Inventing a unique format

• Comprehensive communication support in traditional and social

media

• Making a campaign a long-playing story that has a potential to unfold

How to make a CSR program the most effective investment?

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Wimpy Braille Menu HOW TO COMMUNICATE YOUR CSR EFFORT IN A MEMORABLE AND COST EFFECTIVE WAY?

Watch the video at http://www.youtube.com/watch?v=5YAchE0-o-o&feature=player_embedded

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HOW TO UNFOLD AN INTERNAL CSR INITIATIVE INTO AN INTERNATIONAL CAMPAIGN?

Initial agreement: Organizing donor days twice a year

Done (2009 – 2012):

• 52 Donor Days. Over 6 000 people donated blood

• Integration in 25 events, including the All-

Russian Youth Forum“Seliger” (2010 – 2012)

• The campaign embraced over 2 000 LG employees in Russia

• 45 celebrity ambassadors involved, incl. musicians, popular TV and radio presenters, Olympic athletes

• 13 media and corporate partners – setting a trend for a new CSR format!

• 3 RECORDS OF RUSSIA!

KOREA HERALD, most popular Korean newspaper

LG Electronics’corporate volunteering program (since 2009)

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Donor Days with celebrities at LG Electronics Factory

ENGAGING EMPLOYEES LG Electronics’corporate volunteering program (since 2009)

Donor Day with Ruslan Nigmatullin, December 14, 2012

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Train of Innovations and CSR, April 1-11, 2012

INTEGRATION INTO OTHER INITIATIVES

LG Electronics’corporate volunteering program (since 2009)

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Joint Donor Day at Eldorado retail network office with Natalia Ragozina March 5, 2012

ENGAGING RETAIL AND MEDIA PARTNERS

LG Electronics’corporate volunteering program (since 2009)

Joint Donor Day at Argumenty I Fakty Publishing House with the Strizhenov couple February 14, 2012

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LG Electronics’ Map of Good Deeds

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Outcome: • Over 18 000 patients received donor blood • Over 5 000 media hits promoting blood donation

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Employees’ feedback

Dmitry Nazarov, Channel marketing department, Category Communication manager, LG Electronics Moscow

“I’ve been with LG Electronics for more than 2,5 years already; during this time I’ve donated blood for 7 times and am going to continue to do this for as long as my age allows. Thanks to LG I’ve realized that helping other people is a priority for me for the future, and blood donation is the best way of doing this”.

Rimma Polyakova, HR manager, LG Electronics Moscow

“It thrills me to think that by donating blood I offer help to people who really need it! One feels so proud about doing it! I never dared to think that I would donate blood regularly. Moreover, our employees are united by a common desire to help one’s neighbor. A big thanks to our company LG Electronics for this idea and for the support it lends to the donor activist movement!”

Anna Kordonets, Client Management Expert with the Distribution Department, LG Electronics Ukraine

“…It was not at all scary. I was in a half-fainted state as I walked out of the room where I donated blood, yet I was smiling. For I gave a part of myself for the benefit of some other person who needs help. Thank you LG and Sport Life, I have been so pleased to contribute to a good cause!”

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• Organizing the biggest public exercise session since the Soviet times – 10 events in 7 cities!

• 487 media hits, 75% mentioning the brand • Sales to distributors grew 36%, the brand

going from 3rd to 1st by market share (units)

HOW TO MAKE THE HISTORICAL BACKGROUND AND THE CURRENT NEWS AGENDA WORK TOGETHER?

VoltExercise! (2011)

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Dove – Campaign for Real Beauty • One of the longest-running advertising campaigns with a social dimension

(since 2004)

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• Empowering women to appreciate their inherent beauty, and in turn, allowing us all to wonder if we've been judging ourselves too harshly…

Dove Real Beauty Sketches (2013)

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• Empowering women to appreciate their inherent beauty, and in turn, allowing us all to wonder if we've been judging ourselves too harshly…

Dove Real Beauty Sketches (2013)