NonProfit PR Awards: Employee Communications

Campaign: OneSight: Global Launch & Year One Communications Campaign

Winner: OneSight, A Luxottica Group Foundation

In early 2008, Luxottica Group, one of the world’s largest eyeware manufacturers, designers and distributors, supported three vision care charities, each within separate areas of the organization.

To further unite the company’s 62,000 employees across six continents, the company decided to combine the three charities into one global endeavor: OneSight. In order to make this successful, though, the communication team would need to reach and engage all employees around the single charity’s new identity.

The OneSight campaign launched across all Luxottica’s corporate locations in one 24-hour period on December 3, 2008. In the four weeks leading up to the global launch, the team rolled out a teaser campaign in which all strategic messaging centered on the “One” theme: One World, One Company, One Passion, One Announcement.

Then, on December 3, specific launch elements included:

• OneSight.org: The global Web suite was build to raise awareness and promote participation among key audiences, and it included a password-protected employee engagement section.

• Launch Kit: The kit included a letter from the global CEO, a commemorative poster, FAQs and a seven-minute video featuring the global CEO and the executive director of OneSight, which was translated into the native languages of the company’s many sites.

• Global Events: Corporate locations around the world celebrated the December 3 launch with local launch events.

Following the OneSight launch, the team designed plans to enhance internal opportunities for connection among global employees via OneSight. Among the specific elements were a global intranet, social media platforms and a global newsletter.

As a result, according to a six-month post-launch survey of global employees, 71% were familiar with OneSight and 55% had participated in programs.

Honorable Mentions:

Children’s Defense Fund & Ogilvy PR: Rebranding the Children’s Defense Fund—In preparation for the CDF’s 35th anniversary, Ogilvy execs helped the organization refresh its brand by facilitating development, adoption and promotion of the new image among employees via internal outreach.

Danbury Hospital/Danbury Health Systems: 2008 Workplace of Choice Survey Communications—Danbury’s 2008 employee survey achieved record participation from employees and new hires thanks to a campaign that teased the survey for weeks before it went “live.”

Turkcell Iletisim Hizmetleri: Life Forest Association—Turkcell’s internal communications campaign encouraging employees to participate in the LFA’s CSR initiatives resulted in more than 75% of staffers becoming volunteers.

USPS, Corporate Communications/Customer Relations: What’s Your Function?—The team launched an internal program to inform employees about a structural change that would result in a new customer relations department. Post-campaign survey results indicated widespread support of the new department among employees.

November 9, 2009