Woolworths wanted to enhance their existing sustainability programs throughout about 2,800 different operations nationally. They were seeking to create more environmentally sustainable behaviours in a workforce of 180,000 employees.
They had few non operational communication channels that could be used to create new behaviours. We held a strategy session with key internal stakeholders. We devised a plan based around the creation of peer influencers that could champion the collection of ideas and help develop a greater awareness of the actions that could be taken. A pilot was agreed as the best way to test the ability of the organisation to embrace the change.
Eco Ambassadors were created as a pilot program in the Sydney Metro area with a group of store based volunteers. The group was run through a bootcamp training session that equipped individuals to
- Understand the challenge
- Communicate the actions required back at store
- Encourage feedback on effective ideas
The pilot was so successful that OgilvyEarth’s employee communications team has been retained to commence immediate roll out of the program to 1000 Woolworths brands in both metro and regional locations.