Sustainability Leaders Awards 2012
placed in The Times, The Guardian, The Daily Telegraph and Metro.
Entrants were encouraged to utilise social media in order to promote their entries. The campaign benefitted from this exposure with thousands of tweets, using the #jointherevolution ‘hashtag’, while facebook comments and ‘likes’ abounded.
The results of the campaign speak for themselves – suggesting the website’s influence, engagement and interaction reached striking levels. The site clocked up 42,000 plus regis- trations which was more than twice the amount of people to sign up for M&S’ equivalent site ‘Plan A’.
It also attracted more than 365,000 vis- its and achieved high profile recognition when Stephen Fry tweeted it. The
Co-operative’s wider
‘revolutions’, to win £5,000 in funding and were voted for online by the public. The winner in each region was the pro- ject with the most votes. A TV, press and social media advertis- ing campaign flourished from March to May 2011, featuring over 3,000 screen- ings of a TV advert and press advertising
vision which includes its Ethical Plan, a three-year rolling budget and target pro- gramme integrated into the company’s financial operating plan.
In addition, a recent staff survey sug- gested that the Co-operative’s 100,000 employees are on board with its sustain- ability plans, revealing that 87% agree
campaign is part of the sustainability
or strongly agree that the Co-operative is working to reduce its environmental impact.
Approaching sustainability with such a wide reach has won wide praise for the company. Sustainability thinktank Forum for the Future’s director, Jonathon Porritt, said: “By launching this Ethical Plan, the Co-operative is taking corpo- rate sustainability into a new era. Other businesses will now be seeking to bench- mark themselves against this plan”.
JUDGES COMMENTS: The Co-op’s campaign impressed for many reasons. At £3million, it was a substantial and significant investment in challenging economic times, showing it’s not about a nice-to- have piece of window- dressing – it’s core business. Broad in scope, with massive outreach and impact it was hugely ambitious. The Co-op must be credited with seeking to change the economic landscape – none of the other entries can begin to compete with that!
FINALISTS Ben & Jerry’s BP Target Neutral (ERM) Footprint Communications for Avery Office and Consumer Products John West WEEE Ireland
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