CSR Awards: Diversity Communications – Pepsi Bottling Group

Campaign: Diversity & Inclusion Training – Elevate the Dialogue

The Pepsi Bottling Group, with approximately 67,000 employees worldwide, wanted to create an inclusive environment and thus drive its diversity goals (such as hiring and retaining millennials and broadening its female VIP representation). Thus was born “Elevate the Dialogue,” a training program designed to generate awareness and understanding of differences.

Diversity Decree

To create this new training module, PBG relied on internal research: Surveys were conducted among employees asking them how they defined inclusion. Also, an external consultant was brought in to participate in strategy sessions that encompassed how PBG should apply inclusion to its workforce.

Throughout the training, four key areas were stressed: education, awareness, skills and action planning. After the diversity team secured the support of top management, they then rolled out the training: first was the executives, then the managers and the remainder of the workforce, with the goal of having more than 38,000 employees trained within one year. From participant surveys, greater productivity and increased satisfaction resulted from the program. â– 

Honorable Mentions:

Consolidated Edison Company of NY: Diversity 2008 Annual Report —

To keep its internal and external stakeholders informed, Con Ed produced a specific report highlighting its efforts in creating and maintaining a diverse workplace.

d expósito & Partners: Ronald McDonald House Charities/HACER-NY Tri-State —

Strong relationships with media partners and community-based organizations, and a nationally broadcast documentary on the program propelled the New York chapter of Hispanic Commitment to Education Resources to greater heights: scholarship submissions for 2008/2009 were up 54% compared to 2007/2008.

KCBS Marketing: “Just Be Ready—Prepare Together,” Los Angeles County Department of Public Health —

To prepare the diverse community of Southern California for an emergency, KCBS used a variety of platforms—mobile, event and partnerships—in a multi-language campaign.

PriceWaterhouseCoopers: PwC Cultural Dexterity Immersion Week­ —

Using a prelaunch combination of multimedia, intranet, banner ads, e-mail and other vehicles, PwC successfully drove awareness of its internal Cultural Dexterity Immersion Week; more than 27,000 U.S. employees participated in the online and live event.

Valencia, Pérez & Echeveste PR: McDonald’s Education Initiative Empowers Hispanic Communities —

Hispanic college graduation rates lag far behind those of non-Hispanics. In an effort to change those statistics, McDonald’s Education Initiative reached out to parents of soon-to-be high school graduates, helping them understand the financial aid process and informing them of opportunities available for their children.

March 1, 2010