CASE STUDY
Bridgestone EMIA: Wall of Pledges
For Bridgestone, business sustainability is about more than lowering its impact on the environment. While this is one element, true business sustainability involves multiple aspects, including empowering employees, ensuring their wellbeing, introducing efficient processes, working ethically and supporting the local communities Bridgestone operates in.
Bridgestone EMIA (Europe, Middle East, India and Africa) wanted to follow up their Sustainable Business Week employee engagement campaign with a more motivating approach for the coming year, empowering employees to make a difference.
Having communicated their E8 commitment – eight areas of sustainability – the client wanted to make it more meaningful, uniting and connecting colleagues wherever they are.
We created a strategic comms plan and integrated campaign for Sustainable Business Week under the name ACTIVE8, linking the E8 commitment.
Central to the engagement campaign was a call for employees to submit personal E8-related pledges for a more sustainable future in the firm.
We devised and developed a digital Wall of Pledges that is accessible to all staff. It included branded backdrops and guidance on submitting their pledges and images.
By the end of the campaign week, around 1,200 pledges were submitted from a wide variety of regions and business divisions. It was clear that employees engaged fully with the concept and, having their pledges together in one place created a sense of community and collective responsibility. Our client, who told us the communications team had previously struggled to win engagement from manufacturing plants in particular, was blown away by the number of submissions from those sites. Measurement showed that awareness and understanding of the E8 increased significantly.
