Challenge
In 2008, the Bayer Group flagged “global climate change is one of the most dominant issues of our age” launching its Climate Change Program. Bayer Australia and New Zealand (ANZ) needed to develop a strategy to support the global objectives, while ‘talking’ to local employees. OgilvyEarth was engaged to assist.
Insight
To achieve Bayer ANZ’s environmental targets 850+ employees across the region needed to be empowered and enabled to play their part. Engaging communication was critical to building employee support , increasing their awareness of the issues and ownership of the active role they need to play for Bayer to achieve its targets.
Solution
The B-Green Program was developed and launched across both countries in July 2009 via a range of communication vehicles: face-to-face, online, electronic, multimedia and printed collateral. The employee competition at launch, “B-Green Come Clean”, registered 120+ entries over 4 weeks and the leadership team played an active role in communicating and demonstrating their personal commitment.
Result
Environmental performance has improved, and employees have taken up the challenge generating more than 200 ideas to make a difference. Post-launch survey demonstrated 95% of employees thought the campaign and Bayer’s focus on sustainability is highly relevant to them, and B-Green program communication continues today to maintain employee engagement.
2009 Winner Global Bayer Gold Award for Excellence – Employee Communications
2010 Winner IABC Gold Quill Award for Excellence – Employee Communications
2010 Asia Pacific PR Week Environmental Campaign of the Year & Employee Communication Award
2010 Winner PRIA NSW State Award for Excellence – Employee Communications