CSR Awards: Environmental Stewardship


Winner: American Airlines and Weber Shandwick - American Airlines Reduces Its Carbon Footprint

AAL YR8763 Delivery, Ribbon Cutting and FlyawayThanks to employee efforts, American reduces its carbon dioxide (CO2) emissions by more than 2.6 billion pounds annually. The airline supports these efforts and more by working with Weber Shandwick to implement internal and external communications strategies around various initiatives that support American’s goal of reducing its carbon footprint.

Because employees are essential to American’s environmental success and customers remain at the center of the company’s core mission to provide a safe and enjoyable travel experience, it was important to develop all strategies with these two groups in mind.

Strategies include: host and participate in local events to reach key internal and external audiences; offer unique, information-rich content relevant to a diverse group of employees that engages them in current environmental practices, while encouraging progress toward new fuel-saving initiatives; taking possession of new aircraft and maintaining positive customer relations by emphasizing related benefits pertaining to the environment; and promoting successes externally as well as internally through a variety of traditional and social channels.

One component of the program involved American partnering with Dallas Fort Worth Airport to launch a sustainability alliance in December 2012, furthering the airline’s inflight recycling program. American and DFW held a “Flying Sustainably” expo at the airport to showcase several joint and individual environmental initiatives. The event was promoted externally via a press release, targeted outreach and social media, and internally through an “info broadcast” to local employees and an article on the company’s intranet.

Honorable Mentions:

  • Baylor Health Care System - Energy Champions
  • Ford and OgilvyEarth – MyEnergi Lifestyle
  • Golden State Foods – Biodiesel from Bio-waste
  • ICU Eyewear – Sustainably Made Eyewear, Promoting Philanthropy
  • Saatchi & Saatchi S – Reducing Impact, Investing in Alternatives: Caesars Entertainment's Environmental Leadership




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