Stephen Hale facilitated a highly interactive workshop session as part of the National Green Brands Forum, working with attendees to delve deeper into how we can embed sustainability in a brand from the inside out.

1. Basics steps to create
internal green
ambassadors - workshop

2. “We are emotional creatures
trying to exist in a world of
logic and we wonder why
things are difficult to achieve”
People need to feel engaged to
act not just informed

3. 3

4. What are employees stops employees acting?-
Exercise- what
saying about sustainability?
collective research results
45%
40% What are the
40% communication
35% challenges?
30%
25%
20%
19%
20% 17%
15%
10%
5% 3%
1%
0%
Low level of Not a priority Other Don't know Distrust of Don’t know
commitment what to do management why
from objectives
management

5. OgilvyE arth - services
Enviro
management
providing practical
and technical
services

6. Some of our OgilvyE arth clients

7. Recent Australian, A sian & International
Awards 2008 and 2009 PRIA Golden Target Awards
Environment
Winner, Launching Cascade Green - 100% Carbon Offset Beer
Social Responsibility
Winner, Bluescope Steel's Tank a Day Challenge
Internal Communications
Commended , Coca- Cola Live Positively Festival
IABC Gold Quill Awards
2006 Award of Merit, Amcor’s Greenlight Program
2010 Gold Quill, Bayer Australia’s B-Green Program
2005 NSW Government Green Globe Awards
Excellence in Education and Awareness, Amcor Greenlight Program, Amcor
2008 Asia Pacific PR Awards
Crisis 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

8. OgilvyEarth
Internal sustainability program
Challenge
To 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.
Insight
When 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
-Unplugged better placed to “talk the talk” to clients.
Solution
To 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.
Result
A well functioning internal program with buy in from management
and employees.
8

10. GOALS RESEARCH LEADERSHIP IMPLEMENT REALISE ADD VALUE
APPROACH COMMUNICATE PLAN BENEFITS
C ontinuous C om munication
Embed
Change to sustainable
Build more behaviours
Commitment sustainable and make
behaviour them stick
Engage and
Encourage
Involvement
Lead from the Top Benefits Benefits Benefits
• Buy-in and participation • Strong participation levels • Financial achievement
Set the Scene • Build knowledge base • Generate pride • Stronger align ment
• C om m unication infrastructure • Dem onstrate Credibility of • Enhance the bran d
• Leadership & Reinforce Vision sustainability Vision
ESTABLISH UNDERSTANDING HIGHER ENGAGEMENT EMBED
and ENGAGE EMPLOYEES
Ongoing measurement

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13. E arth-View software - evaluate your current
positioning

14. X
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15. 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

16. Three Pillars of Sustainability survey- what are your
employees really thinking?
E lectronic employee survey

17. What shade of green?- key findings
that drive
50% 50%
Em ployees feel they are Are you a t hom e?
more sustainable at home Is the organisation currently?
40% com pared to the organisation 40%
30% 30%
20% 20%
10% 10%
0% 0%
Pale green - A little gree n M e diu m Growing Dark gree n -
Do/es not – Take some gree n - Do/es greener Live a nd
consider the positive w hat I/w e everyday – breathe
environm ent actions can Actively sust aina bility
occasionally looking to
i m prove

18. What initiatives you would be interested in having
for your workplace?
G uid eb ook on environmental sustainability at home and at work
Resource efficiency audits and initiatives
Electronic fact sheet series covering environmental initiatives
400 C omp any sp onsored incentives for ac tions at home
O p tional field trips and p articip ation in init iatives
358 35 4 Inter-office environmental challeng es and comp et itions
Sp eaker series on key sust ainability topics
350 C orp orate sustainab ility rep orting
Environmental M anag ement System accred itation
295 Carb on neutral events - such as comp any C hrist mas p arty
300 28 5 281 Environmental volunteering
Em ployee environmental award
O t her...
250 23 3
Response count
221 21 5
200 190
16 6
144 138
150
100
77
50
0
1

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20. 20

21. Rules
•Common language
•Run through with your
team for flow
•Stay on key messages
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22. 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
22

23. 2009 PRIA Golden Target Awards
Internal Communication
Commended

24. 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
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25. Take Home- Toolkit- page example
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26. Take Home- Greenlight Toolkit-
resource centre
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27. 27

28. Our Ogilvy House sustainability dashboard

29. C hallenge
Achieving ad ditional energy savings at AM C OR
Smithfield by shifting em ployee behaviour
Insight
Educate on the environ mental consequences of
behaviours and im portantly focus on what em ployees
can do to make a difference
Solution
Launch of Project Green Light, with training, guidelines
and com munication materials starring em ployees
encouraging ideas from the ground up
O utcome
Sustained em ployee behaviour change resulted in a
30% reduction in base load energy consum ption
overnight 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

30. No apologies – green is the new gold!
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 30

31. 2009 Winner Best internal Initiative globally all Bayer
Companies
2010 Winner IABC Gold Quill – Employee
Communications

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37. C hallenge
To achieve more eco-friendly behaviours across its
180,000 em ployees in 2,800 sites
Insight
Successfully em bed behaviour change by identifying
peer influencers at different organisation levels who
can sup port and drive the change effort
Solution
Creation of Woolworths Eco Am bassadors including
boot cam ps, toolkits, com mitment cards and solid
engagement activities
O utcome
Em ployees highly engaged in the im portance of
sustainable behaviour, with behaviour change and
new initiatives being introduced across all am bassador
stores. The program is now the big gest volunteer
training program in the com pany.

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39. There must be a way of testing
commitment and reviewing
performance to maintain
commitment
Managers especially need a
commitment to ensure a
behavioural link
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40. Engaging employees can greatly close the gap to your
targets
Water based on a 2 0% reduction by 2 015
8
7.0 Actual
7.0 2008 YTD
20% Target
6.9 The gap
6 5.6
6.1 5.4
5.7
Kilolitre/Tonne
5.5 5.0
5.2
4.8
4
2
0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

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42. Stephen Hale
Managing D irector
Stephen. Hale @ ogilvyearth.com.au
04 3 8 6 5 5 0 46