Annual Report
AMERICAN BEVERAGE ASSOCIATION--2006 ANNUAL REVIEW
ABA created a contemporary, visually dynamic piece focusing on 2006 as a "year of action." The review featured thematically arranged action: in schools (recycling), outside
(environment), and within (Association governance). Each section highlighted accomplishments in those arenas. Interviews with ABA's CEO and senior staff members rounded out the
review.
INTERNATIONAL YOUTH FOUNDATION--REALIZING THE POWER AND PROMISE OF YOUNG PEOPLE
In the past, the International Youth Foundation (IYF) has taken an "all-in-one" approach to its annual report, which was text-heavy and costly. Last year, its execs
redesigned the report and coincided its release with the launch of Youth: To the Power of Youth magazine, thus supporting the report with an additional interactive marketing
tool.
MOTOROLA--2006 CORPORATE RESPONSIBILITY REPORT
Motorola's 2006 report visually highlighted the company's extensive CR efforts around the world, including the launch of MOTOFONE, which uses voice prompts to help people
with limited literacy, and the company's new partnership with (RED) to help African women and children who are affected by HIV/AIDS.
OFFICE DEPOT--2007 CORPORATE CITIZENSHIP REPORT
Office Depot's 2007 report offered stakeholders a comprehensive view of both the company's performance throughout the prior year and its objectives for the future. The report
looks at four CR categories--community, ethics, inclusion and environment--and consistently follows the standards set by the Global Reporting Initiative.
Business Ethics Communications
AFLAC--SAY ON PAY
With transparency as its overall goal, AFLAC continues to have conversations
with Boston Common, a full-service, employee-owned social investment firm dedicated
to the pursuit of financial return and social change. AFLAC was also named one
of the "World's Most Ethical Companies" in 2007 by http://www.ethosphere.com.
direct marketing association--DMA BUSINESS ETHICS COMMUNICATIONS
The DMA believes it is the responsibility of the Association, its members and all marketers to maintain consumer and community relationships that are based on fair and
ethical practices. In October 2007, the DMA's Board of Directors passed a Commitment to Consumer Choice (CCC) program, which enhanced the opportunities for the marketing
community to respond to today's consumers.
Cause Branding Campaign
CONE INC. & PNC--PNC GROW UP GREAT
PNC Grow Up Great, the 10-year, $100 million investment in preparing children for school and life, is the result of extensive asset and brand analyses, research, and
executive and expert interviews. With the support of Cone, the financial services firm's early childhood education (ECE) effort leverages PCN's corporate and philanthropic
assets to advocate for children, ensuring that they are ready to learn.
PEPPERCOM & HONEYWELL--GOT2B SAFE!
Got 2B Safe (G2BS) educates 8-10-year-olds and their families on how to prevent child abduction and sexual exploitation by teaching them simple and potentially life-saving
lessons. Honeywell has distributed G2BS materials to all 73,000+ elementary schools in America.
PEPPERCOM & WHIRLPOOL CORPORATION--WHIRLPOOL BUILDING B-- LOCKS
In 2006, Whirlpool and Habitat for Humanity began a revolutionary approach to community involvement and corporate giving with the Whirlpool Building Blocks program. With the
help of Peppercom, this program aims to eliminate substandard and unaffordable housing in the US. To date, 19 families' lives have been changed by this program.
triwest--HELP FROM HOME
Help From Home aims to educate service members, families, providers and communities about behavioral health issues related to military deployment--namely, combat stress and
post-traumatic stress disorder. TriWest's leadership has formed partnerships with military, veterans and civilian-based community organizations to achieve this goal.
Community Affairs
choicepoint--CHOICEPOINT CARES
ChoicePoint has a far-reaching goal of creating a more secure society through the responsible use of information by aiding nonprofits in serving vulnerable populations. The
two standout ChoicePoint Cares programs with extensive positive social impact are VolunteerSelect PLUS and the ADAM Program.
sprint--NET4SAFETY
Sprint has partnered with the National Center for Missing and Exploited Children and the National Association Health Information Network to provide free tools, resources and
information that help educate parents and children on safe Internet practices. As of June 2007, 100% of the net proceeds from Sprint's wireless recycling program, Sprint Project
Connect, were used to help the 4NetSafety program.
world wrestling entertainment--WWE WRESTLEMANIA READING CHALLENGE
The WWE took on the issue of teenage illiteracy by using its star power as a platform for encouraging teens to read. WWE partnered with the American Library Association's
Young Adult Division to develop the program, which kicked off during Teen Read Week, spanning the globe and ultimately involving 1,200 libraries in the US and UK.
Corporate-Community Partnership
charter charity classic--?CURING CHILDHOOD CANCER CAMPAIGN
After reading an inspiring story in a local paper, Lynne Coker decided to utilize her position as director of Government Relations, Charter Communications, to convince her
company to support the Janie Sims Children's Foundation, an organization that fights childhood cancer. Thanks to Lynne's facilitation of the partnership, pediatric cancer
patients have a chance to enjoy their childhood.
DELOITTE & TOUCHE USA & COLLEGE SUMMIT--WHAT GETS MEASURED GETS MANAGED
Deloitte & Touche and College Summit have embarked on a three-year project to increase enrollment rates of low-income students, and to expand diversity in the workforce.
In only one year, a College Enrollment Data Warehouse launched and College Summit became an advisor in New York City, Denver and Oakland public schools.
FLOWERS COMMUNICATIONS GROUP--MILLER URBAN ?ENTREPRENEURS SERIES
Flowers Communication Group created the Business Plan Competition and Workshop Series with Miller Brewing Company to allow "urban" entrepreneurs between the ages of 21 and 35
to vie for business grants that would finance the launch of their businesses. The workshop series had 700 attendees and received widespread media attention.
HASBRO & TOYS FOR TOTS--TOYS FOR TOTS
In anticipation of the 2006 holiday season, Hasbro partnered with Toys for Tots to drive toy donations for underprivileged children. With the help of Dr. Phil McGraw as a
national spokesperson, more than $34 million was donated to the campaign.
INTERNATIONAL COUNCIL OF SHOPPING CENTERS--PASSION TEAM REBUILDING THE GULF SOUTH
The International Council of Shopping Centers (ICSC) and the Fall Conference Planning Committee decided to hold their annual Fall Conference in New Orleans, a city in need in
the wake of Hurricane Katrina. The conference helped to bring tourism back to The Big Easy, drew national media coverage and inspired an overall rejuvenation of the city.
Diversity Communications
DOMINION--CENTRAL VIRGINIA DIVERSITY FAIR
In May 2007, Dominion hosted Diversity Fairs at six of its key locations in Central Virginia to highlight the company's commitment to diversity in the workforce, and to its
relationships with vendors and suppliers and in the community. Just one diversity fair drew more than 2,000 attendees.
PACIFIC GAS & ELECTRIC COMPANY--VERDE QUE TE QUIERO VERDE
Led by Pacific Gas & Electric Company, "Verde" is the first campaign to reach out to the Hispanic community on green issues in the S.F. Bay Area. Its goal is to teach
local Latino customers that the simple things they do to conserve energy can make a positive impact on the environment. Happy to be the focus of such a powerful initiative,
Latinos embraced the campaign.
READING IS FUNDAMENTAL--RIF MULTICULTURAL LITERACY CAMPAIGN
Reading Is Fundamental (RIF) launched the RIF Multicultural Literacy Campaign to address the persistent gap in reading scores of children from African-American, Hispanic and
Native-American households. RIF raised awareness by developing two Web sites, establishing several media partnerships and hosting community events.
Employee Relations
BT & LIMELIGHT COMMUNITY--BT COMMUNITY CHAMPIONS
BT Community Champions is a global internal award scheme that recognizes and rewards BT employees who participate in voluntary work within their local communities. Any
employee can apply for yearly grants of more than $1,000 for their community organization.
MISSION HEALTH & HOSPITALS--MISSION HOME HELP
In response to the increasing lack of affordable housing for Mission Health & Hospitals 5,000+ employees, Mission became the first hospital in North Carolina to institute
an employer-assisted housing program in 2001. In 2006-2007, thanks to its ongoing support, the program saw an increase in the number of employees buying their own homes.
PACIFIC GAS & ELECTRIC COMPANY--ENVIRONMENTAL SPEAKER SERIES
To get employees' attention regarding environmental issues--especially what they can do to make a positive difference--PG&E executives developed an "Environmental Speaker
Series," in which specialists educated staffers on environmental challenges and solutions most relevant to their industry.
Employee Volunteer Program
DELOITTE & TOUCHE USA--DELOITTE'S VOLUNTEER IMPACT CAMPAIGN
Through the volunteer program that culminates in IMPACT Day, Deloitte execs donate their business expertise to build stronger nonprofits. On this day, employees are urged to
make the community their client by volunteering time to a nonprofit. Last year, 76% of Deloitte personnel participated.
DHL--DISASTER RESPONSE TEAM "WE DELIVER HELP"
Together with the UN's Office for the Coordination of Humanitarian Affairs, DHL addresses the problem of airport capacity during disaster relief through the creation of a
global network of Disaster Response Teams. The unique model has reinforced DHL's reputation among stakeholders as an innovative company committed to social responsibility.
siemens--SCIENCE DAY
A grassroots program driven by Siemens' employee volunteers, Siemens Science Day targets students in the 4th through 6th grades and challenges them to rethink their
perceptions of math and science. The program is free and facilitates training of future engineers and researchers by encouraging students to study math, science and
technology.
Environmental Stewardship
COX ENTERPRISES--COX CONSERVES
To demonstrate their commitment to the environment and encourage consumers to become engaged in the environmental activities, Cox execs founded the Cox Conserves program--a
company-wide initiative to reduce energy consumption by 20% over the next 10 years. To prove its commitment, Cox made a $5 million contribution to Atlanta BeltLine Partnership,
a local organization dedicated to alternative green space preservation.
DIRECT MARKETING ASSOCIATION--ENVIRONMENTAL ACTION PROGRAM
Through its Environmental Action Program, DMA aimed to educate the direct marketing community on environmental issues and advance the case for environmental responsibility as
a strategic business imperative. To reach this goal, execs formed the Committee on Environmental and Social Responsibility, the DMA Recycle Please Campaign and the DMA Green 15
Toolkit.
SINGER ASSOCIATES--PLASTIC BOTTLES & FOOD SCRAPS TO SAVE THE ENVIRONMENT
Singer set out to help NorCal Waste Systems dramatically improve San Francisco's participation in residential recycling, aiming to have 75% of the city participating in
recycling by 2010. As a result of its effort, more than half the city utilizes NorCal's 3-cart garbage and recycling services.
SONY ELECTRONICS--SONY TAKE BACK RECYCLING PROGRAM
To encourage consumers to recycle electronic devices, Sony established the Take Back Recycling Program, which involves Waste Management Inc. and its Recycle America
locations. The effort lets consumers recycle all Sony products for no fee at 75 drop-off centers throughout the US. To date, more than 1 million pounds of electronics have been
processed.
Green PR Campaign
DOMINION--PROJECT PLANT IT!
Project Plant It! is an environmental educational partnership created between Dominion, National Arbor Day Foundation and select elementary schools to help educate children
about ways they can improve the environment. Thanks to the strategic partnerships and the green mission, more than 7,000 students participated in the project in 2007.
SUNDANCE CHANNEL--ROBERT REDFORD PRESENTS "THE GREEN" ON SUNDANCE CHANNEL
With the launch of "The Green" in April 2007, Sundance Channel became the first TV network in the US to establish a major programming destination dedicated entirely to the
environment. Robert Redford liaised with media to promote the channel, and Sundance hosted green-themed events in cities across the US. Online, sundancechannel.com's mini site
Eco-munnity has a blog, video clips and webisodes. The combined traffic to these sites surpasses 230 unique visitors monthly.
Media Relations
FLOWERS COMMUNICATIONS GROUP--THE LITTLE ROCK NINE, "50" ANNIVERSARY
American Civil Rights champions the "Little Rock Nine" established a foundation that bears their name and provides direct financial support for students to help them reach
their educational goals. Using the 50th anniversary of public school integration as a hook, the "Nine" members converged to make a stand for equal opportunity education. With
the support of Flowers Communications Group, they addressed the media during a historic press conference, and a fundraising gala for the Little Rock Nine Foundation Scholarship
Foundation drew former President Bill Clinton and Rev. Jesse Jackson. Some 45 news outlets were present to cover the event.
WHITEWAVE FOOD COMPANY--SILK GREEN CAPS FOR GREEN ENERGY
Silk Soymilk and the Bonneville Environmental Foundation joined to create the Silk Green Caps for Green Energy program. Consumers can purchase one package of Silk Soymilk and
enter its UPC code online, and in turn Silk will donate enough wind energy to power one home for one day. The team used simple, action-driven messages to attract media attention
and consumer participation, ultimately generating more than 37 million impressions.
YUM! BRANDS & WEBER SHANDWICK--WORLD HUNGER RELIEF WEEK
In 2007, Yum! Brands expanded its hunger relief efforts through a global campaign dubbed "World Hunger Relief Week." Teaming with Weber Shandwick to raise money, the execs
piqued media attention by presenting compelling statistics on world hunger; devising a robust online strategy; and timing the program's launch to coincide with World Food Day.
As a result, more than 300,000 children will be fed every day for at least a year.
Philanthropy Communications
AFLAC--AFLAC CANCER CENTER
AFLAC, the AFLAC Cancer Center and the Blood Disorders Service of Children's Healthcare of Atlanta forged a relationship in the name of philanthropy. Thanks to their efforts,
today the AFLAC Cancer Center is one of the largest pediatric cancer facilities in the US, treating more than 300 newly diagnosed cancer patients and more than 1,000 sickle cell
patients each year.
THE BOEING COMPANY--LETTERS FROM ACEH: 2007 INDONESIA SITE INVESTIGATION
Boeing wanted to increase awareness about how its corporate and employee contributions to regions devastated by the 2005 Southeast Asia tsunami are being used by
international relief agencies to rebuild affected areas--specifically, the Banda Aceh province of Indonesia, the location of the Global Corporate Citizenship site investigation.
Based on extensive media coverage and hits at the company's Web site, the outreach has proven to be successful.
Stakeholder Engagement
BLUE CROSS BLUE SHIELD OF DELAWARE--SHAPE UP LIVE WELL
In 2005-2006, to address member and community needs, Blue Cross Blue Shield of Delaware expanded its community contribution to create Working Well Together, a corporate
responsibility program encouraging partnerships to benefit the health of BCBSD members. The team made healthcare more affordable and accessible, improved the safety of patient
care and increased awareness of health-related issues.
COLDWELL BANKER REAL ESTATE--100 HOMES FOR HABITAT
Coldwell Banker committed to financially support local Habitat for Humanity affiliates in building homes for families that cannot achieve the dream of home ownership through
traditional methods. Coldwell raised $5 million for Habitat for Humanity, which was enough to finance the construction of 100 homes. These homes will provide franchisees an
opportunity to elevate their local charitable giving program by uniting efforts from across the country to have a larger impact.
pfizer, inc.--STRONG ACTIONS: PARTNERSHIPS FOR POSITIVE CHANGE
Pfizer's stakeholder model focuses on mutual goals, pursuing innovation solutions to global health challenges by partnering with various stakeholders. Its goal in engaging
these constituent groups includes creating an Advisory board on issues and products, partnerships with NGOs and MLOs, and, of course, constant communication with all of the
above.
sodexho--"CHAMPIONS OF DIVERSITY" RECOGNITION PROGRAM
Sodexho created a number of recognition programs to credit the significant contributions its employees make. Specifically, "Champions of Diversity" recognizes employees who
go the extra mile in advancing diversity and inclusion among employees, clients and customers, and the community. Profiles in Diversity Journal recognized Sodexho as the winner
of the 2007 International Innovation in Diversity Award for its "Champions of Diversity" program.
Overall Leader In CSR Practices: Corporation With Fewer Than 1,000 Employees
DIRECT MARKETING ASSOCIATION
The Direct Marketing Association aims to encourage members to make progress on challenges such as environmental impact and business ethics. The communications team does so
through strategies that include the DMA E-mail Authentication Help Center and Authentication Checklist, DMA Identity Theft Assistance & Prevention Call Scripts and the DMA
Please Recycle Please Campaign--all of which engage members on issues that ultimately impact the quality of business practices and environmental soundness.
PR NEWSWIRE
PR Newswire pioneered the electronic distribution of new releases in 1954, eliminating the need for communications professionals to print endless amounts of paper releases.
PR Newswire and its parent company, United Business Media, operate under a Statement of Business Principles, which covers business conduct, responsibility to shareholders and
the establishment of committees to manage governance. Additionally, they have developed several strong partnerships, including one with CSR Wire, which distributes customers'
CSR-related news releases.
XANGO LLC
XanGo strives to create goodwill through its Goodness Movement by cultivating a strong corporate culture and high morale through community involvement and international
philanthropy. Its charitable commitments have been a priority for the company since its inception. XanGo's philanthropic efforts were recently celebrated by McGruff House
Network, a national crime prevention council; the organization also received the Corporate Social Responsibility Award from the World Summit for Young Entrepreneurs.
Overall Leader In CSR Practices: Corporation With Between 1,000 And 25,000 Employees
ENTERGY CORPORATION
Many of Entergy's CSR initiatives focus on the eradication of poverty in the communities served by the energy company. These efforts culminated in Entergy Corporation's Low-
Income Initiatives Program. In 2006, Entergy execs also launched a public education initiative addressing the need for adequate program funding, which ultimately led to the
approval of the $3+ billion appropriation for that fiscal year.
MISSOURI DEPARTMENT OF TRANSPORTATION
The Missouri Department of Transportation is responsible for identifying 18 outcomes customers can expect as it fulfills its mission of providing world-class transportation
in the state. Success thus far can be measured by various accolades the organization has received: It was awarded the 2007 Missouri Quality Award and, even more relevant to CSR
and sustainability, it used 890,000 tons of recycled or waste materials in construction projects--nearly twice as much as the previous year.
YAHOO! SOUTHEAST ASIA
Yahoo! Southeast Asia sought to engage with local community organizations for support and guidance in communicating the relevance and availability of Internet services, which
would help 15 million Overseas Filipinos (OFs) stay connected with their 85 million family members and friends back home. Yahoo! developed the Pinoy Connect campaign, an
initiative that bridges the geographic gap and connects millions of OFs with loved ones abroad.
Overall Leader In CSR Practices: Corporation With More Than 25,000 Employees
EATON CORPORATION
Eaton took two huge steps in 2007 to drive its sustainability efforts; its executives created a global system, Managing Environment, Safety Security and Health (MESH), and
issued the company's first sustainability report. In recognition of these efforts, Ethisphere Magazine named Eaton one of the World's Top 100 Ethical Companies.
H.J. HEINZ COMPANY
Heinz has made significant progress in the areas of heath and wellness, environmental responsibility and business ethics. The company received the highest score from
investment analysts in the Lohan Index, a ranking of the 50 most environmentally and socially responsible companies, and invested in a number of humanitarian efforts. One such
initiative provides micronutrients to children at risk for iron-deficiency anemia, while another distributes hybrid tomato seeds to countries around the world and teaches
farmers about sustainable agriculture.
INTEL CORPORATION
Intel's approach to CSR is motivated by the fact that success can't be separated from the importance of a healthy environment, and the reality that technology is essential
for a strong future. To strive for a global standard in CSR and sustainability reporting and business practices, the company's 2007 CSR report follows the Global Reporting
Initiative's G3 guidelines. Additionally, Intel is building its first facility certified by the Leadership in Energy and Environmental Design (LEED) Green Building rating, in
Haifa, Israel.
YUM! BRANDS & WEBER SHANDWICK
Together with Weber Shandwick and the United Nations World Food Program, Yum! Brands helped combat world hunger by offering relief via 12 million pounds of donated food in
2006. Additionally, the team partnered with more than 2,200 NGOs and humanitarian agencies worldwide, enabling their aid to extend beyond the US and reach 80 countries. To
promote the effort and solicit donations, they conducted outreach among consumers, employees and the media online, at stores and through traditional news outlets. To date,
approximately $15 million has been raised by the program.
CSR Pioneers Of The Year: CEO
HALA MODDELMOG, SUSAN G. KOMEN FOR THE CURE
Hala Moddelmog joined Susan G. Komen for the Cure as president and CEO in September 2006. Since then, she has overseen an unprecedented global expansion of the organization,
which conducts sustainable breast cancer outreach and education programs all over the world. She also has an intimate connection to the organization, as she herself is a breast
cancer survivor.
john replogle, burts bees, inc.
John Replogle's strong commitment to organizations including Habitat for Humanity and Americares has aided him in leading Burt's Bees and its CSR efforts since 2006. Among
his specific contributions, he mobilized ECOBEES, an employee-led volunteer group, and helped it integrate sustainability into company-wide practices.
CSR Pioneers Of The Year: Communicator
MARK BRAMFITT, PACIFIC GAS & ELECTRIC COMPANY
A principal program manager for customer energy management, Bramfitt has pioneered financial incentive programs at Pacific Gas & Electric Company that encourage high-tech
firms to use less energy. He also led the formation of the "Utility IT Energy Efficiency Coalition," a group of US utilities that identify energy efficiency opportunities in
data centers.
CSR Pioneer Of The Year: CSR Executive
TAE YOO, CISCO SYSTEMS
Tae Yoo, SVP of Corporate Affairs for Cisco Systems, has transformed Cisco Networking Academy (the flagship social investment program) into a streamlined operation. Since
1997, this education initiative has supported the development of valuable ICT skills in communities around the world. Yoo has redefined collaboration across government, business
and NGO sectors to extend the benefits of technology to more people, and to address issues of critical human need.