CSR BRANDING

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CSR BRANDING COMMUNICATIONS

• Jeremy Wickremer
• DIRECTOR

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(No Transcript)
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Click here to learn more about BBC environment
Raising awareness
Awareness raising initiatives helped quadruple
recycling at Television Centre around World
Environment Day 2003
State of the Planet
Eco Buildings
David Attenborough investigated the impact that
humans have on the natural world and asked how
the situation can be reversed.
Media Villages roof garden is a haven for
insects, birds and people. Comprised primarily of
sedum plants it insulates in winter and cools by
evaporating vapours in summer.
88 of the BBCs total electricity comes from
Renewable Sources
2015 Where will we be?. Is an interactive
website that explores development issues around
the world. The website uses the framework of the
United Nations Millennium Development Goals
(www.un.org/millenniumgoals) to consider poverty,
hunger, education, gender equality, child
mortality, health, environmental sustainability
and global partnerships.This ambitious agenda
aims to reduce poverty and improve lives by 2015.
Click on the picture above to get involved.
LIVE AID June 13th 1985
The BBCs expertise in broadcasting live events
helped 11/2 billion people worldwide to view the
Live Aid concerts.
Green Electricity
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• Global network of UN spokespeople
• Individuals from over 160 countries
• Facilitate business involvement in achievement of
  the MDGSs

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From risk to opportunity
now
future
COMPROMISE
RISK
OPPORTUNITY
REACTIVE
PROACTIVE
Employee and Stakeholder Communications
Media Relations
Creation of new brands Rebranding Actively
seeking to engage stakeholders
Reputation management
CSR Reports
Strategic media campaign
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rebranding
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BMW Product specific
Hydrogen 7
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Conceptual advertising campaign
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Social enterprise

• Social or environmental aims at core of brand

Healthy and 100 natural and tasty
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Greenwash
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regulation
The Guardian Saturday November 24th 2007
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BP

• of Revenue from renewable energies (including
  natural gas) is still less than 0.4, yet most
  people now know BP Plc as Beyond Petroleum

Greenwashing?
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Can csr branding be bought?

• Cadburys
• Phoenix private equity
• LOreal
• Unilever

• Green Blacks
• Abel Cole
• The Body Shop
• Ben Jerrys

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THE BODY SHOP

• Social Responsibility or Sustained Greenwashing?