CLIMATE PROTECTION WORKSHOP: "DIALOG MAP" Promo / PR Ad

Category: Internal Communications
Advertiser: DEUTSCHE POST DHL
Product/Service: CLIMATE PROTECTION WORKSHOP
Head of Public Relations: Heike Humpf (Deutsche Post DHL)
Public Relations Executive: Monika Schneider (Deutsche Post DHL)
Media placement: Dialog Map Moderator cards - Corporate Intranet - 31 March 2009
Media placement: Dialog Map Training Poster - Corporate Intranet/Branches - 31 March 2009
Media placement: Dialog Map Session Poster - Corporate Intranet/Branches - 31 March 2009
Media placement: Article in Internal Media - Internal Print and Online Media - April 2009
Media placement: Workshops - Groups of Employees Worldwide - April 2009 ongoing

Summary of the Campaign
We want our green footprint to be remarkable. But there is no chance without our 500,000 employees worldwide. How can we get them involved in its Group wide climate protection programme Go Green? With the Go Green Dialog Map. This training tool comprises a one-hour workshop for teams of all levels and areas. It makes the employees aware of how they can help the environment every day, on the job. The workshop materials were rolled out worldwide, hundreds of workshops were held already. Several thousand employees have pledged to implement climate-friendly measures into the Group, Business Units and countries make use of the results and made the workshop a starting point for an ongoing process.

The Goal
Not only are we the first of its kind to offer climate-neutral shipping services, it is also the first to set a climate protection target. With its climate protection program GoGreen, we will reduce our carbon footprint for every letter mailed, every ton of cargo shipped and every square meter of terminal, outlet or office space used by 30% by 2020 (baseline measure: 2007). We want our green footprint to be remarkable. But there is no chance without our 500,000 employees worldwide. How can we get them involved in the GoGreen programme? With the Dialog Map Go Green.

Results
The workshop has been given hundreds of times already worldwide. Thousands of employees have pledged their commitment to upholding environmental measures they themselves have developed, and in doing so, have introduced several climate-friendly ideas into the Group. Business Units and countries make use of the results and made the workshop a starting point for an ongoing process. The format continues to grow in popularity throughout the Group. Some examples: the corporate division of our company rolled out Dialog Map GoGreen in its country organizations in Germany, Sweden, Benelux, Austria, Hong Kong, Singapore and the US Supply Chain introduced the format in the UK and Singapore. We also use the workshop program in Singapore and Global Business Services in Germany.

Execution
Each business unit, each department, each branch worldwide was called to make use of the workshop material. Hundreds of workshops were held already. The workshop opens with a brainstorming session, teams list the resources they need and use and identify where and why waste occurs. Team members differentiate between individual behaviour (leaving lights on in rooms not in use) and systemic waste/inefficiencies beyond their control (missing insulation in buildings). In the discussion round, employees develop and commit to measures implementable in the workplace. Wider-reaching ideas are collected and passed on to decision-makers. The resulting action plan is written on a specially designed poster outlining the workshop. These short yet highly effective meetings are moderated by team managers, who, in addition to their own preparations, are provided with talking points and a short presentation.

The Situation
So an employee forgets to turn off a light – it’s not the end of the world. But when thousands of employees agree to climate-friendly measures, the results can have a staggeringly positive impact on a company’s environmental footprint. As one of the largest logistics companies in the world, we are racking up industry firsts in climate protection. Encouraging its 500,000 employees worldwide to join the effort by adopting climate-friendly practices is just as important as driving process innovations and using alternative energy sources.

The Strategy
To raise awareness among employees, the company developed Dialog Map GoGreen, a training tool comprising a one-hour workshop for teams of all levels and areas. All internal communications channels were set into motion to advertise the workshop materials, which could be accessed online. The workshop was promoted and rolled out worldwide. Such workshops function primarily on the premise of employee idea management. It makes the employees aware of how they can help the environment every day, on the job. It is easy to handle and the results should have a direct impact on the workplace.