1. Think positive, think well:
the hidden potential of CSR programs
TATIANA MERKULOVA
Director of SPN Ogilvy St. Petersburg
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2. SPN Ogilvy
Global and national awards for CSR campaigns

IPRA Golden World Awards 2010
«“Больше доноров – больше жизни”: построение
института донорства крови в России»
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IPRA Golden World Awards 2012
«Все на ВольтЗарядку!»
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«Серебряный Лучник – 2009»
«Коммуникационная кампания по
развитию массового безвозмездного
донорства крови и ее компонентов
Минздравсоцразвития РФ»
«Серебряный Лучник – 2007»
«Мобильный этикет» для «Билайн»

«Серебряный Меркурий – 2012»
«МузАртерия» (3 место)


Global SABRE Awards 2011
«Я донор»

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«Серебряный Меркурий – 2012»
«Все на ВольтЗарядку!» (спец. приз
«Лучшее использование celebrity в btl(ttl)кампании»)

Национальная премия в области
event-индустрии «Событие – 2012»
Всероссийский конкурс «МузАртерия»
IABC Gold Quill Awards 2012
«Каждый день – это Ваш день!», кампания по
повышению осведомленности о сахарном диабете
Professional Achievement Awards 2o10
«“Больше доноров – больше жизни”: построение
социального института донорства крови в России»
Professional Achievement Awards 2o11
«Наша мета – жити до ста» для «Боржоми» (Украина)

SABRE Awards 2010
«“Киевстар”. С мыслью о Вас»

SABRE Awards 2011
«“Я донор”: построение социального института
донорства крови в России» для
Минздравсоцразвития России и ФМБА России»

SABRE Awards 2012
«Каждый день – это Ваш день!»
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3. Corporate Social Responsibility
“Responsibility is the Price of Greatness”
Winston Churchill
“Goodness is the only investment that never fails”
Henry David Thoreau
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4. Corporate Social Responsibility
•
What is CSR?
•
Does it depend on the company’s size whether to take a CSR
initiative?
•
How to choose the right direction of a CSR program?
•
How much does it cost?
•
What is the value of a CSR program?
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5. Corporate Social Responsibility
A Win-Win strategy for everyone involved
COMPANY
EMPLOYEES
SOCIETY
GOVERNMENT
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6. How to make a CSR program the most effective investment?
Key success factors of CSR campaigns:
• Integration into the current “agenda”
• Relevance to the audience and to the brand: why exactly THIS brand
is engaged into THIS particular cause?
• Choosing the right people (campaign participants and “ambassadors”)
• Inventing a unique format
• Comprehensive communication support in traditional and social
media
• Making a campaign a long-playing story that has a potential to unfold
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7. Wimpy Braille Menu
HOW TO COMMUNICATE YOUR CSR EFFORT IN A MEMORABLE
AND COST EFFECTIVE WAY?
Watch the video at http://www.youtube.com/watch?v=5YAchE0-o-o&feature=player_embedded
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8. LG Electronics’corporate volunteering program (since 2009)
HOW TO UNFOLD AN INTERNAL CSR INITIATIVE INTO AN INTERNATIONAL CAMPAIGN?
Done (2009 – 2012):
• 52 Donor Days. Over 6 000 people donated
blood
• Integration in 25 events, including the AllRussian Youth Forum“Seliger” (2010 – 2012)
Initial agreement:
Organizing donor days twice a year
• The campaign embraced over 2 000
LG employees in Russia
• 45 celebrity ambassadors involved, incl.
musicians, popular TV and radio presenters,
Olympic athletes
• 13 media and corporate partners – setting a
trend for a new CSR format!
• 3 RECORDS OF RUSSIA!
KOREA HERALD,
most popular Korean newspaper
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9. LG Electronics’corporate volunteering program (since 2009)
ENGAGING EMPLOYEES
Donor Days with celebrities at LG Electronics Factory
Donor Day with Ruslan Nigmatullin, December 14, 2012
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10. LG Electronics’corporate volunteering program (since 2009)
INTEGRATION INTO OTHER INITIATIVES
Train of Innovations and CSR, April 1-11, 2012
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11. LG Electronics’corporate volunteering program (since 2009)
ENGAGING RETAIL AND MEDIA PARTNERS
Joint Donor Day at Eldorado retail
network office with Natalia Ragozina
March 5, 2012
Joint Donor Day at Argumenty I Fakty
Publishing House
with the Strizhenov couple
February 14, 2012
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12. LG Electronics’ Map of Good Deeds
Outcome:
• Over 18 000 patients
received donor blood
• Over 5 000 media hits
promoting blood donation
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13. Employees’ feedback
Dmitry Nazarov, Channel marketing department,
Category Communication manager, LG Electronics
Moscow
Rimma Polyakova, HR
manager, LG
Electronics Moscow
“I’ve been with LG Electronics for more than 2,5
years already; during this time I’ve donated blood
for 7 times and am going to continue to do this for
as long as my age allows. Thanks to LG I’ve
realized that helping other people is a priority
for me for the future, and blood donation is the
best way of doing this”.
Anna Kordonets,
Client Management
Expert with the
Distribution Department,
LG Electronics Ukraine
“It thrills me to think that by donating
blood I offer help to people who really
need it! One feels so proud about
doing it! I never dared to think that I
would donate blood regularly.
Moreover, our employees are united
by a common desire to help one’s
neighbor. A big thanks to our
company LG Electronics for this idea
and for the support it lends to the
donor activist movement!”
“…It was not at all scary. I was in a
half-fainted state as I walked out of
the room where I donated blood, yet I
was smiling. For I gave a part of
myself for the benefit of some other
person who needs help. Thank you
LG and Sport Life, I have been so
pleased to contribute to a good
cause!”
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14. VoltExercise! (2011)
HOW TO MAKE THE HISTORICAL
BACKGROUND
AND THE CURRENT NEWS AGENDA
WORK TOGETHER?
•
•
•
Organizing the biggest public exercise
session since the Soviet times – 10 events
in 7 cities!
487 media hits, 75% mentioning the brand
Sales to distributors grew 36%, the brand
going from 3rd to 1st by market share (units)
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15. Dove – Campaign for Real Beauty
• One of the longest-running advertising campaigns with a social dimension
(since 2004)
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16. Dove Real Beauty Sketches (2013)
• Empowering women to appreciate their inherent beauty, and in turn, allowing us all
to wonder if we've been judging ourselves too harshly…
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17. Dove Real Beauty Sketches (2013)
• Empowering women to appreciate their inherent beauty, and in turn, allowing us all
to wonder if we've been judging ourselves too harshly…
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