2012 CSR Awards: Stakeholder Engagement

Co-Winner: Silver Spring Networks, Finn Partners and Blue Practice – Silver Spring Networks’ “Connect. Transform”: Evangelizing Consumer Benefits of the Smart Grid

New technologies have transformed much of the economy, but many consumers are still unaware of the benefits that a modernized electrical grid will bring to their lives. Silver Spring Networks (SSN), a manufacturer of smart grid technology, launched its “Connect. Transform” campaign to raise consumer awareness of the smart grid and strengthen SSN’s relationships with utility partners.

To fill the knowledge gap on energy and the smart grid, SSN worked with the Education Development Center to create A Smart Energy Future curriculum, an innovative educational program designed to educate teachers, students and their families on how the smart grid addresses energy challenges. Working closely with Mom Central Consulting, SSN designed the events to introduce the smart grid to moms by focusing on the way they use and consume electricity and what it means for our environment, our economy and our lives. The luncheons were attended by local moms who were active both online and in their communities, and took place at eco-friendly restaurants in warm and friendly settings. —BM


Co-Winner: The Taco Bell Foundation For Teens and Burson-Marsteller – Igniting Stakeholder Participation for the Cause

Three out of every 10 students in U.S. public schools fail to finish high school with a diploma. The Taco Bell Foundation for Teens (TBFT) encourages America’s teens to graduate from high school and become caring, educated and productive adults. To do this, the TBFT raises money from its 6,000 Taco Bell restaurants nationwide to support community partners that help keep teens in school and on the path to graduation. TBFT secured actor Mark Wahlberg as the face of Graduate to Go program and fundraiser, which was supported by a national awareness campaign, including in-store point-of-purchase signage, a new Web site and Facebook page and PSAs featuring Wahlberg and teens asking: “It takes just 1 person, $1 to make a change, are you the one?” Media coverage included the CBS Early Show, E! News, CNN, Access Hollywood, Sirius XM Radio, People.com and USAToday.com. —BM


Honorable Mentions:

Coca-Cola Enterprises – Coca-Cola Enterprises Sustainability Plan: The new plan—a set of seven CSR commitments and targets—has, in part, helped CCE take the top food and beverage slot in Newsweek’s US 500 Green Rankings.

Domtar – Ashdown Community Advisory Team: The team, comprised of over 30 business, civic, education and government leaders from the surrounding area of Domtar’s pulp and paper making facilities in Ashdown, Ark., is entrenched in the local municipal and community fabric and used as a platform for tackling long-term sustainable projects—from main street beautification initiatives to bi-annual community clean-up days.

Vodafone Turkey – Dreams Academy: More than 600 young people suffering from physical/mental disabilities, hearing and visual impairment, chronic illness, poverty and deprivation were afforded free- of-charge workshops in music, rhythm, dance, video, photography, painting and design. The program earned 93 news hits in print media and 23 on TV (with 160 minutes total airtime), reaching nearly 43 million people.

WorkSafeBC – Raise Your Hand for Young Worker Safety: WorkSafeBC used a Guinness World Record attempt for the most high-fives in 24 hours as an opportunity to save lives and prevent illness and injury. Paralympics silver-medalist Josh Dueck was up to the challenge, getting 9,307 high-fives in 24 hours—boosting traffic to RaiseYourHand.com by 187% and ultimately helping lower injury claims in British Columbia by 10% in 2011 compared to the year before.