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PMC awareness
campaign
Content
• Mobistar at a glance
• Corporate Social Responsibility (CSR)
• Antartic ICE
• I’m ICE
• Actions
• Statistics
• Communication channels
• Tips
• Q&A
Doris Vispoel: PMC project @ Mobistar 2
Mobistar at a glance
• Mobistar’s people
Team
members
(31/12/2011) 1794
Different
nationalities
(31/12/2011)
22
Average age of a Mobistar
team member (31/12/2011)
37.8 years old
Doris Vispoel: PMC project @ Mobistar 3
Corporate Social Responsibility
• Mobistar has been proactively making commitments
regarding CSR first annual report in 2010
• Our ambition is to participate in an overall change of
mindset
• Global objectives to be attained by the year 2015
• to be recognized by its customers as the trusted partner
capable of offering personalized telecom solutions;
• to be perceived by the job market and its own team members
as the best ICT employer;
• to be seen by the community as a player which is sustainably
contributing to progress and to protection of the environment
Doris Vispoel: PMC project @ Mobistar 4
• Strategy is based on 4 pillars
• The customers
Mobistar wants to proactively strengthen control of
sensitive data in line with their values and, for this
purpose, to adapt the governance, processes,
methods and tools wherever this is necessary.
• Our employees
Mobistar wishes to recognize and lend its support to
the employees. They must feel that they are
respected, recognized for their contribution and
must be able to develop their potential.
Doris Vispoel: PMC project @ Mobistar 5
Corporate Social Responsibility
• The society
Mobistar wishes to share the benefits of the digital
world with the largest number of people and to
encourage social inclusion.
• The environment
Mobistar wishes to find innovative solutions for a
greener world.
• Antarctic Ice is part of the company's general
social responsibility program, containing more
than 70 ongoing projects build around the 4
axes
Doris Vispoel: PMC project @ Mobistar 6
Corporate Social Responsibility
• Expedition by Dixie Dansercoer and Sam Deltour
• Embarked in November 2011
• A world record: 5013 km on the South pole by kite
• Using only wind energy CO² neutral expedition
Antarctic ICE
Doris Vispoel: PMC project @ Mobistar 7
• By 2020 we will
• reduce our CO²-emissions with 50 %
• reduce our energy consumption by 15 %
• optimizing the mobility of all team members.
• aim to recycle 30 % of all handsets by 2015.
• Inspire
• We will have to inspire the team member of Mobistar to participate, to
support, to understand.
• Connect • We need to connect with all team members and many of your
challenges will allow team members to connect with each other
in a new way.
• Explore
• We will explore new ways of doing things,
changing habits and changing our view on our society.
Doris Vispoel: PMC project @ Mobistar 8
Antarctic ICE
• The ambition of the adventures is to educate people on the
importance of preserving the world’s ecosystem
• A contest to make all team members connect to this
inspiring adventure (01/04/2011-31/08/2011)
• A challenge to act on CSR matters such as mobility, a
healthy lifestyle and the environment
• 10 projects set up by the employees were selected
• Selection based on the Mobistar values, CSR impact and
sustainability
• The initiator of the winning project accompanies Dixie &
Sam
• Present at the expedition take off in South Africa
Doris Vispoel: PMC project @ Mobistar 9
• Even a child can sort it!
• Robert Fontaine: MKT Program Manager
• Objective: • Encourage team members to better recycle their
waste in the main administrative building, with a focus on
PMC (plastic bottles, metal cans & cardboard drinks)
• How • Change of attitude through a thorough change management &
animation plan
• Link with CSR • Reduce further environmental footprint of Mobistar, by proposing to
each employee to be environmentally more responsible in day-to-day
work at Mobistar
• Position Mobistar further as environmentally responsible company in
its Evere/Brussels community.
• Lead by example 10
• Previously, no correct sorting of PMC at floors
• Low awareness of recycling , low visibility
Purpose:
Deploy new
signalization to
have Team
Members sorting
again in the office
Result:
introduction of blue
bags in existing
bins with an
acceptable level of
sorting quality
First blue bags collected!
Doris Vispoel: PMC project @ Mobistar 11
Actions: signalizations 14/04/2011
15/04/2011
Purpose:
Make Team Members
aware by having
children learning them
how to sort in the
office
Symbolize the project
for the kids with a logo
Result:
52 Mobikids
explained to 104
Team Members how
to sort!
40 drawings placed
Doris Vispoel: PMC project @ Mobistar 12
Actions: Mobikids
09/05/2011
Purpose:
Enhance drastically
recognition of blue bin
in coffee corners by
installing a separate
blue bin
Result:
20 new bins placed
boardroom included
Challenge to have
people changing of
bin (from existing to
new PMD bin)
Encouraged by first recycling efforts by
Team Members, we obtained a GO to
install state-of-the-art PMD bins
Doris Vispoel: PMC project @ Mobistar 13
Actions: Bin
Purpose:
Promoting the new
PMC bin &
recycling during
other Mobistar
event
Result:
All drinks
distributed were
sorted. Visibility to
35 runners
Dixie & Sam do sort
it!
17/05/2011
Doris Vispoel: PMC project @ Mobistar 14
Actions: Run event
• Personal distribution of cards in the company restaurant (1 day)
• During 1 week available at the cash register
• No much success!
• Friendly recruitment lunch is organized with bio-sandwiches
• Share what should be expected for an eco-ambassador
program.
• Creation of Eco-ambassador T-shirt &pin
19/05/2011 & 26/05/2011
Purpose:
Inform the population
were are looking for
eco-ambassadors
During lunch discuss
the role of an eco-
ambassador
Eco-ambassador
branding
Result:
250 recruitment
cards were
distributed in the
company restaurant
30 persons
participated the lunch
30 T-shirts
Have the green reflex! Doris Vispoel: PMC project @ Mobistar 15
Actions: Eco-ambassadors
• Info session in collaboration with FostPlus
• Why recycle?
• How to sort?
• What happens after collection?
Recycle process
Purpose:
Start to build
recycling knowledge
to better inform
Team Members
Influence behaviors
Recruitment of eco-
ambassadors
Result:
2 great sessions with
15 motivated
participants.
Written support
available on eco-
ambassador
Sharepoint
07 & 09/06//2011
Doris Vispoel: PMC project @ Mobistar 16
Actions: Eco-ambassadors
Actions: Eco-ambassadors community
Result:
29 eco-ambassadors recruited
Article published in e-magazine
Creation of the Sharepoint-site:
knowledge DB, discussion
board, green links, action list
Purpose:
Share knowledge and ideas
within the eco-ambassador
community
21/06//2011
Vision: Thanks to Mobistar Eco-ambassadors, Team Members have the green
reflex in the office and at home, and as a group have a big impact on the
environment
Mission: Mobistar Eco-ambassadors will change durably the green awareness and
behavior of colleagues (@ the office & @ home) , through:
their own exemplary and enthusiast green behavior
their deep green knowledge
their gentle coaching and thanking of colleagues
their ideas and actions 17
Actions: Eco-training
• In collaboration with an “asbl/vzw”
• Based on a game
• Manager of a small enterprise
• Theoretical concepts of sustainable management can
be applied in a economical business environment
Purpose:
Provide ecologic
theoretical
background to eco-
ambassadors
Result:
12 participants.
Sponsored by
Mobistar training
department.
30/06//2011
Doris Vispoel: PMC project @ Mobistar 18
Actions: Walk to the bin!
Purpose:
Improve recycling:
Action by surprise
based on a flash
mob Learn Team
Members to walk the
distance with
can’s/bottles up to
the right bin!
Result:
65 participants walked to
the bin placed in the
internal building patio and
received a smoothie
Many other Team
Members could see the
flash mobilization from the
floor windows
30/06//2011
Doris Vispoel: PMC project @ Mobistar 19
Actions: Mobikids: ICE Casino
• Waste in right bin
• Waste X is recycled into object Y
• Right waste symbol in right bin
• Associate the drawings together
Mobikids played in the Mobiclub with TM a
memory card game dedicated to recycling.
Purpose:
Further raise
awareness on
recycling and also
provide hints & tips to
recycle via a card
game
Result:
3 kids / table + coach
29 TMs participated,
assisted by 19 kids.
Smoothies were
offered
12/08/2011
Doris Vispoel: PMC project @ Mobistar 20
Actions: “Did you know” communication August 2011
Purpose:
Scientific
campaign
Remind the key
recycling facts to
deepen recycling
knowledge and
awareness
Result:
During 1 month
A weekly
communication wave
Posters in the PMC
bin
At the Nespresso bar
and via Tweet
(intranet)
Doris Vispoel: PMC project @ Mobistar 21
Actions: Good cause
Purpose:
Associate a good
cause to the
recycling efforts by
collecting plastic
caps of bottles
Result:
Launch of
partnership with
“Belgian center for
Guide Dogs
• This initiative consists of the
sale of collected plastic bottle
caps to a recycling company
that produces durable pallets.
23/08/ 2011
Doris Vispoel: PMC project @ Mobistar 22
Actions: Spontaneous 31/08/ 2011
Purpose:
Improve the quality of
sorting by removing the
PMC from the general
waste bin at the TM’s desk
Manager leading by
example
Result:
Customer service department:
200 persons visited, ~60 PMC recycled
Marketing department
in collaboration with an eco-ambassador
100 colleagues visited,~ 30 PMC recycled
Plastic bags are added to collect the plastic caps
1 department added a box to collect the PMC as
they are seated further away from the central coffee
corner
Doris Vispoel: PMC project @ Mobistar 23
Purpose:
Use the image of
ExCo and
sponsors using the
PMC bins to
stimulate everyone
to do the same
Result:
Very attractive
visuals were
published on the
magnetic walls
(20) near the
coffee corners
Actions: The Executive Committee shows the example 31/08/ 2011
Doris Vispoel: PMC project @ Mobistar 24
31/08/2011
Purpose:
Celebrating
the recycling
efforts of all
Result:
22 Thank you
posters
published in
the PMC bins
Actions: Celebrate the end of the project
Doris Vispoel: PMC project @ Mobistar 25
Statistics
Purpose: Communicate on results
based on manual
counting of blue bags by
the cleaning team, visual
surveys of random
inspected blue bags in the
PMC bin
Result:
Immediate level of 60%
was reached
Increase of quality via
communication / animations
(Walk to the bin, Manager
leading by example …)
Continue to motivate TM’s
to increase level of quality
Doris Vispoel: PMC project @ Mobistar 26
Communication channels
• Electronic • Intranet:
news with pictures, video’s
• tweet: short communication
• Mobistar e-magazine: e-together
• Posters • Coffee corners
• ICE Wall
• Nespresso bar
• Items • On vending machines
• On PMC bin
• On the caps recycle bin
• In napkin supports
• On the patio floor
• Distribution at cash registers
27
Tips to make the PMC project
a success
• Strength • Supported by the Top management ICE challenge contest with
team member participation
• Communication platform to gives visibility (drink, articles …)
• Green topic was positively welcomed by the team members of all
brands and departments
• participation / collaboration of team members
• Contact third parties to help you (FostPlus for info sessions, BCG
to explain the good cause, training partner…)
• Bottom-up approach via eco-ambassadors community
• Use of a dynamic central communication tool (SP / Yammer)
• Use of specific “house” icons general icons
• Use pins – T-shirts so they can show the colleagues their
involvement for the “green aspect”
• If possible, events with team members children are a hit
Doris Vispoel: PMC project @ Mobistar 28
• To improve • First signalizations on the existing bin was not clear enough
brand new bins installed
• To obtain a quality of 85 % or higher regular communication /
animation
• Communication not always seen by the team member keep
simplicity, repetition, coherence and touch the emotions
• Mention well what items may “NOT” be in the bin (fe. Plastic cups)
• Some events had low participation degree (flash mob) surprise
message better to communicate in advance
• Do not disturb colleagues during lunch (ICE casino) better
during coffee breaks
• Distribution of cards for the recruitment of eco-ambassadors low
success degree eco-friendly lunch resulted in 30 eco-
ambassadors
Doris Vispoel: PMC project @ Mobistar 29
Tips to make the PMC project
a success
• Threats
• As the challenge is finished, continue to animate the
green aspect (waste) on the long term
• Industrialization of the events
Doris Vispoel: PMC project @ Mobistar 30
Tips to make the PMC project
a success
• Opportunities
• Awareness of CSR within Mobistar has increased
• Mobistar values are lived within the company
• Eco-ambassador community: transversal participation
(level / department)
• Learn more about waste improve waste management
• Integrate the green aspects in the training library
• Link the project to a good cause
• Spontaneous actions led to higher involvement (good
cause)
• Due to the success, PMC recycle can be done in other
buildings
• Projects were hold in a collaborative way
Doris Vispoel: PMC project @ Mobistar 31
Tips to make the PMC project
a success
What are you waiting for?
Doris Vispoel: PMC project @ Mobistar 33
Questions?
Visit our websites: • www.mobistar.be
• http://business.mobistar.be
• http://corporate.mobistar.be
Doris Vispoel: PMC project @ Mobistar 34