Teorija in praksa slovenskih odnosov z javnostmi II. = Slovenian Public Relations Theory and...

CIP - Kataložni zapis o publikaciji Narodna in univerzitetna knjižnica, Ljubljana

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TEORIJA in praksa slovenskih odnosov z javnostmi II = Slovenian public relations theory and practice II / Pedja Ašanin Gole, Nada Serajnik Sraka in Vita Kernel (ur., ed.). - Ljubljana : Slovensko društvo za odnose z javnostmi : Sekcija IABC Slovenija = PRSS, Public Relations Society of Slovenia : IABC Slovenia Chapter, 2014

ISBN 978-961-92930-3-4 (Slovensko društvo za odnose z javnostmi) 1. Vzp. stv. nasl. 2. Ašanin Gole, Pedja 275836416

Teorija in praksa slovenskih odnosov z javnostmi II. Slovenian Public Relations Theory and Practice of II

Uredili: Pedja Ašanin Gole, mag. Nada Serajnik Sraka, ABC in Vita Kernel, ABCEditors: Pedja Ašanin Gole, Nada Serajnik Sraka, M.A., ABC, and Vita Kernel, ABC Založnika: Slovensko društvo za odnose z javnostmi in Sekcija IABC SlovenijaPublishers: Public Relations Society of Slovenia (PRSS) and IABC Slovenia Chapter

Zanj/For publisher:Iztok Verdnik, predsednik Slovenskega društva za odnose z javnostmi/President of PRSS

Prevode primerov so zagotovili avtorji, njihove organizacije ali naročniki komunikacijskih programov. Preostala besedila, razen članka dr. Verčiča, so prevedli Polonca Štritof in uredniki.Translations of cases were provided by authors, their organization or clients of communication programs. The remaining texts, except of article by Dr. Verčič, were translated by Polonca Štritof and editors.

Produkcija/Produced by: Studio Kernel

Oblikovanje/Design by: Janja Ošlaj Tisk/Print: Littera Picta

Naklada/Copies: 500

Ljubljana, november 2014/November 2014

Prolegomena 8

Prolegomena 10

Od idealizma do profesionalizma 12

From Idealism to Professionalism 14

Kratek pregled razvoja odnosov z javnostmi v Sloveniji 16

A Brief History of Public Relations in Slovenia 24

TERMIS: opremljenost stroke za dobo internacionalizacije in digitalizacije 32

TERMIS: aptness of a discipline for the era of internationalisation and digitalisation 43

»Tako mladi, pa tako uspešni« 54

»So Young, Yet So Successful« 66

Delovati v družbeno dobro 80

Acting for the Social Good 86

Nagrajeni primeri komunikacijskih programov 92

Award-Winning Case Studies of the Communication Programmes 92

Ekometer 93

Ekometer 97

Samo ti 101

Only You 107

Slovenija. Doma v Evropi. 113

Slovenia. At Home in Europe. 120

Kako postanem velik mojster 124

How do I Become a Great Master 128

Europa Donna: zbiranje sredstev za mamotom 132

Europa Donna – Fundraising Program for the Mammotome 134

Mercatorjeva hiša zavetja 136

Mercator Shelter House 138

10.000 spalnih vreč za Pakistan: človekoljubna akcija za pomoč žrtvam potresa 140

10,000 Sleeping Bags for Pakistan: Humanitarian Campaign to Help the Earthquake Victims 145

80 dni za zdrave odločitve 148

80 Days for Healthy Decisions 154

Evro za vse nas: komunikacijska podpora uvajanju evra 161

Euro for All of Us: the Communication Support for Euro Introduction to Slovenia 169

Svetovni dan duševnega zdravja: s komuniciranjem do razumevanja 175

World Mental Health Day: Communication for Understanding 182

Prijatelji štejejo 183

Friends Count 188

Hiša Refoška 189

House of Refošk 194

Natura 2000 199

Natura 2000 205

Re.misli: interni komunikacijski program za Si.mobilove okoljske aktivnosti 206

Re.think: Internal Communication Programme for Si.mobil Environmental Activities 212

Za slike, ki rešujejo življenja 219

Images that Save Lives 225

Varčevanje za starost 231

Saving for the Old Age 238

Kazalo vsebine Contents

V Ljubljano prihajajo visoki gosti 244

Eminent Guests Coming to Ljubljana 251

Preoblikovanje in uvajanje novih organizacijskih oblik pošt Pošte Slovenije 253

Restructuring the Post of Slovenia and the Introduction of New Organizational Forms of Post Offices 260

Ekokviz 263

Eco-Quiz 271

Donate Energy for Life! 278

Naša energija povezuje 284

Our Energy Connects 290

Countless Reasons to Live: Pro Bono Communication Campaign 296

Repozicioniranje blagovne znamke Zelene doline z vključevanjem potrošnikov 303

Repositioning of Zelene Doline Brand 309

Nove razsežnosti 315

New Horizons 321

Sveta vladar 327

The Ruler of the World 334

Nekoč največja, nekoč brezplačna 340

Once the Greatest, Once Fee Free 345

DEOS: ustvarjajte nova življenjska poglavja 352

DEOS: Creating new Chapters in Life 358

90 let Gorenjkinih sladkih sporočil 364

Gorenjka Sweet Messages 367

Oki Doki 372

Oki Doki 378

Ozaveščevalna kampanja o prevarah 384

Against Insurance Fraud 390

Zgodba, ki je lahko samo skupna 397

A Story that is Nothing but Common 403

Nagrajeni primeri uporabe komunikacijskih veščin in orodij 409

Award-Winning Case Studies of the Communication Skills and Tools Usage 409

Šola, ki odpira vsa vrata 410

The school that opens all doors 411

Mojstri pletenega srca 418

The Masters of the Plaited Heart 421

Aktualni klik 424

Latest Click 429

Študentska organizacija Univerze v Ljubljani: vpis novih članov 434

University of Ljubljana Student Organization – Enrolment of New Members 437

Uvajanje SiOL TV 440

SiOL TV Launch 442

Si.mobil. Povej nekaj lepega. 448

Si.mobil. Say Something Nice! 458

100 let blagovne znamke Donat Mg 468

100 Years of Brand Donat Mg 477

Podari igračo in nasmeh 481

Give a Toy and a Smile 489

Program digitalnih odnosov z javnostmi v kampanji “Itak” 497

Digital Public Relations Programme for »Itak« Campaign 504

35 let blagovne znamke Planica 511

35 Years of Brand Planica 516

Žur z razlogom 518

Party with a Cause 526

SOS med generacijami 533

Intergenerational SOS 539

Program internega komuniciranja novih vrednot in kodeksa ravnanja družbe Petrol 545

Code of Conduct and New Ethical Values of the Petrol Group 554

Pripeljali smo nazaj dobre čase: praznovanje 50 let katrce 562

We Brough Back the Good Old Times: Celebrating 50 Years of Renault 4 569

Združujemo na(j)boljše 572

Uniting (towards) greatness 582

Očistimo naše gore in planine 2011 584

Let's Clean our Mountains and Hills 2011 588

Idejnica 593

Idejnica – Idea Management Application 598

10 minut za življenje: dan boja proti melanomu 2013 603

10 Minutes for Life: World Melanoma Day 2013 610





Rimaj z Zlatkom & Imej več od lajfa 632

Rhyme with Zlatko & Get More from Life 638

Preglednice in priloge 644

Tables and Annexes 644

Kronološki pregled podeljenih nagrad Prizma – slovenske nagrade za odličnost v odnosih z javnostmi 645

Chronological List of Awarded Prizma Awards – Slovenian Award for Excellence in Public Relations 645

Kronološki pregled podeljenih nagrad: Gold Quill, Business Issue Award, Excel, EMErald Award, Best of the Best Award and Chapter Management Award 651

Chronological List of Awarded Prices: Gold Quill, Business Issue Award, Excel, EMErald Award, Best of the Best Award and Chapter Management Award 651

Seznam nagrajencev 663

List of Award-Winning Authors 663

Seznam nagrajenih organizacij 664

List of Award-Winning Organizations 664

Prolegomena

Pogosto ni potrebno več kot ideja. Če ni izvirna, je toliko lažje, vsaj na prvi pogled.

Pred vami je ponovitev ideje. Pedja Ašanin Gole in Dejan Verčič sta zbornik 33 primerov izdala prvič ob 10. obletnici PRSS. Zdaj, ob tudi na drugi pogled nič kaj pomembnih prelomnicah – 21. obletnici IABC Slovenija in 18. slovenski konferenci za odnose z javnostmi (SKOJ) – so Pedja, Nada in Vita zbrali 52 primerov odličnih praks. V vmesnem času pa je kak nagrajeni primer odlične prakse našel prostor tudi v obkonferenčnih zbornikih SKOJ ali v kaki drugi knjigi, ki smo jih ali jih vedno bolj pogrešamo.

Pa so razlogi za izdajo bistveno bolj pomembni, kot je zgolj obeležitev neke obletnice ali so morebitni knjižni(čni) vzgibi.

Zbornik dokazuje, kako mnogocentrično, mnogopodročno in mnogotematsko se je v preteklih, skoraj petnajstih letih, ki jih povzema zbornik, nadaljevala profesionalizacija odnosov z javnostmi v Sloveniji. Vseh mednarodno nagrajenih primerov nam ni uspelo zbrati, ker se vsi avtorji žal niso odzvali. Kljub temu zbornik dokazuje doseganje in preseganje mednarodnih standardov odnosov z javnostmi. In je hkrati dokaz, da slovenska stroka ni zgolj sledila globalnemu razvoju, temveč ga je aktivno soustvarjala in tudi opredeljevala.

Zbornik ponuja vsaj nekaj zanimivih dvojnosti. Prva je ta, da zbornik daje v branje primere iz dveh, povsem različnih obdobij, dveh družbenih in gospodarskih stvarnosti. Najprej lahko v zborniku sledimo nagrajeni odličnosti v času konjunkture in ekstremno hitrega razvoja, v katerem smo delali in ustvarjali. Sledi mu drug in drugačen čas: čas recesije, čas brez sredstev in z veliko omejitvami. Nagrajevanje pa ne izostane, ne glede na omenjene ovire.

Zbornik nakazuje vsaj še eno nasprotujočo si dvojnost. Na eni strani zbiramo mednarodno nagrajene primere odlične prakse, po drugi strani pa vsak dan spremljamo skrajno neprofesionalnost. Po eni strani vedno znova najdemo razloge in vzgibe za čestitke, po drugi strani pa si lahko vedno znova čestitamo za novo znižanje profesionalnih standardov. Pa ne gre nadaljevati v tej smeri, za kaj takega bo še kaka priložnost. Nas pa čaka še veliko dela.

Zbornik je predvsem zbir ali povzetek primerov odlične slovenske prakse odnosov z javnostmi, ki bo osnova za redno prebiranje, učenje, zgledovanje; je bogata zbirka dokazov, da je veliko razlogov, da smo lahko upravičeno

ponosni na vse nagrade in na vse odlično v našem delu, kar mnogi prepogosto spregledajo.

Zbornik, ali zbirnik, če želite, nagrajenih primerov odličnosti slovenskih odnosov z javnostmi je velik projekt. Seveda gre najprej zahvala avtorjem – prijaviteljev izvedenih projektov za odzivnost. Zahvala, da to zbirko izvrstnosti lahko berete, gre tudi pokroviteljem, brez katerih neprofitno strokovno društvo ne bi moglo izvesti tega podviga. In navsezadnje, zahvala gre tudi trem »starostam« slovenskih odnosov z javnostmi, ki so vse primere zbrali in uredili.

Pedja, Nada in Vita, hvala.

Ideja pogosto ni dovolj. Vsem bralkam in bralcem, ki boste listali zbirko odličnega, želim prav mnogo novih idej in predvsem možnosti, da boste lahko dokazali svojo odličnost.

Iztok Verdnikpredsednik Slovenskega društva za odnose z javnostmi

Slovensko društvo za odnose z javnostmi in sekcija IABC Slovenija | Teorija in praksa slovenskih odnosov z javnostmi II. | Nagrajeni primeri komunikacijskih programov10

Prolegomena

Often there is no need for more than an idea. If not original, it is so much easier, at least at first glance.

What you see in this publication is a revival of an idea. Pedja Ašanin Gole and Dejan Verčič published the first collection of 33 case studies in 2000 to mark the 10th anniversary of PRSS (Public Relations Society of Slovenia). Now, at not very special milestone – 21st anniversary of IABC Slovenia and 18th Slovenian Public Relations Conference (SKOJ) – Pedja, Nada and Vita collected 52 cases of best practices in Slovenian public relations. In the meantime, however, some award-winning examples of excellent practice found a place in SKOJ conference proceedings or in some other books.

However, the grounds for this publication reach beyond a mere commemoration of an anniversary and any potential motivations of a book.

These proceedings prove how polycentric, broad and diverse sector- and topic-wise the professionalization of public relations in Slovenia have been in these last nearly 15 years of continuous growth and development. Unfortunately, we were notable to compile all internationally award-winning cases, because we have not received the response from their authors. Nevertheless, these proceedings demonstrate the process of achieving and exceeding international standards in public relations. And at the same time they are proof that the Slovenian professionals not only followed global development but also actively created and defined it.

The proceedings offer a handful of interesting dualities. Firstly, the proceedings cases offer the reader an insight into two radically different periods, as well as different social and economic realities. First, we can follow the line of award-winning excellence in the period of economic upswing and an extremely rapid development in which we worked and created. This period is followed by a rather different time: a time of recession, scarce resources and lots of restrictions. Regardless of the obstacles, rewarding takes no breaks.

Secondly, the proceedings point to at least one more conflicting duality. On the one hand we collect international award-winning cases of excellent practice, and on the other hand we daily witness extreme unprofessionalism. On the one hand, again and again we find reasons and substance for congratulations, on the other hand, we can congratulate

11Slovensko društvo za odnose z javnostmi in sekcija IABC Slovenija | Teorija in praksa slovenskih odnosov z javnostmi II. | Nagrajeni primeri komunikacijskih programov

ourselves for a new lowering of professional standards.

But let's not continue in this direction, there will be other opportunities for things like that. We have got a lot of work to do.

The proceedings are primarily a compilation or summary of cases of excellent Slovenian practice in public relations, which will serve as top-of-mind expert publication, a source of learning, inspiration; it is a rich collection of evidence, showing that we can rightly be proud of all the awards and all that is excellent in our work, which many often overlook.

These proceedings, or, collection if you will, of award-winning cases of excellence in Slovenian public relations is a vast project. Of course, first of all we thank the authors and applicants of the executed projects for their responsiveness.

A word of gratitude for this collection of excellence in front of you goes to the sponsors, without which our non-profit professional organization could not have carried out the venture. Last but not least, we would like to express our gratitude to the three »pioneers« of Slovenian public relations, who collected and edited all the presented cases.

Pedja, Nada, and Vita, thank you.

An idea often is not enough. To all the readers, sifting through this collection of excellence, I wish many new ideas and most of all opportunities to prove your excellence.

Iztok VerdnikPresident of the Public Relations Society of Slovenia

Slovensko društvo za odnose z javnostmi in sekcija IABC Slovenija | Teorija in praksa slovenskih odnosov z javnostmi II.

12

Od idealizma do profesionalizma

Ko se praktiki odnosov z javnostmi lotevamo iskanja rešitev za naše komuni-kacijske naloge, se najprej in najpogosteje sprašujemo, kako bomo kaj naredili. Pravijo, da v svetu ni nič več originalnega, da je bilo vse že nekoč domišlje-no in uporabljeno.Torej so tudi rešitve, ki jih snujemo, bile že domišljene in uporabljene, če ne pri nas, pa kje drugod v svetu. Ustvarjalnost ne predpisuje ‘pravih’ rešitev in odgovorov, le-ti so lahko le različni, glede na razlike v zahte-vah, drugačnosti okolja, kulture, navad, tradicije, razvitosti stroke in profesije.

Mnoge strokovne organizacije skrbijo za redno publiciranje dobro domišlje-nih, kakovostno izvedenih, pogosto tudi nagrajenih primerov dobrih praks. Tovrstni zborniki ne ponujajo samo dobrih vzgledov za rešitve praktičnih problemov, temveč so pokazatelji dosledne uporabe in spoštovanja strokovnih standardov in etičnih načel. So veren odraz (ne)zrelosti stroke in profesije.Tudi v Sloveniji sledimo tej praksi. Pedja Ašanin Gole in Dejan Verčič sta ob 10. obletnici Slovenskega društva za odnose z javnostmi (2000) zbrala 33 komunikacijskih primerov slovenske prakse, ki so nastali v letih od 1991 do 2000. Da ne gre za kakršne koli primere, dokazujejo ugledne mednarodne nagrade, s kateremi so tuji ocenjevalci potrdili njihovo strokovno odličnost in izvirnost. Sami primeri, pa tudi zbornik so bili, za takrat komaj desetletni razvoj stroke odnosov z javnostmi in profesije, velik dosežek.

Po skoraj četrt stoletnemu pospešenem razvoju slovenske stroke odnosov z jav-nostmi (ali morda prav zaradi nje), je napočil čas za nov zbornik. Razlogov je veliko: v stroko in v naš poklic vstopajo vedno novi in novi igralci (ne nujno »mladi«), vsako leto dokonča dodiplomski ali podiplomski študij odnosov z javnostmi na desetine znanja in prakse že(l)jnih kolegov, tretja tehnološka revolucija narekuje razvoj in uvajanje drugačnih komunikacijskih tehnologij in pristopov, spremenili so se medčloveški, organizacijski, medorganizacijski in delovni odnosi. Vse navedeno poraja potrebo po ustvarjanju, ohranitvi in izmenjavi dobrega strokovnega znanja, ki je nastalo v praksah našega okolja. In iz te potrebe je nastal ta zbornik.

Uredniki smo k sodelovanju povabili slovenske praktike, ki so za svoje prak-tične komunikacijske rešitve bili nagrajeni s Prizmo in Zlatimi peresi (Gold Quill), nacionalno in IABC-jevo mednarodno nagrado za odličnost v odnosih z javnostmi. Odziv je bil odličen – zbrali smo kar 52 komunikacijskih prime-rov, ki so nastali v obdobju od 2000 do danes. Čeprav nam čisto vseh nagraje-nih primerov ni uspelo zbrati, kontinuiteta iz leta 2000 vseeno ni prekinjena. Zbrani primeri predstavljajo rešitve za komunikacijske izzive v zasebnem, javnem in neprofitnem sektoju, za velike in kompleksne komunikacijske

13Slovensko društvo za odnose z javnostmi in sekcija IABC Slovenija | Teorija in praksa slovenskih odnosov z javnostmi II.

programe, kakor tudi za na videz majhne komunikacijske korake. Pozdraviti gre precej dosledno upoštevanje mednarodnih strokovnih standardov v stra-teškem načrtovanju, vodenju in ocenjevanju. Iz predstavljenih primerov je razvidno, da je slovenska stroka po letu 2001 sledila premikom v globalnih trendih - med nagrajenimi je vse več celovitih komunikacijskih programov, ki nagovarjajo več javnosti in manj komunikacijskih veščin ter orodij, zelo jasno se krepi vloga družbenih medijev in družbene odgovornosti.

Predstavljeni primeri pričajo, da ni velikih in majhnih projektov, so samo dobri in slabi. In dobrih primerov je res veliko! Med njimi moramo še posebej izpostaviti tri posebne dosežke: Si.mobilov primer »Re.misli«, ki se ponaša z doslej edino nagrado Business Issue Award, primer »Rimaj z Zlatkom«, ki so ga v IABC nagradili tudi z Best of the Best Award, ter primere »Očistimo gore in hribe« Zavarovalnice Triglav, ki že tretje leto zapored žanjejo Zlata peresa, kar organizacije dosegajo le izjemoma.

Če včasih pomislimo, da je naša stroka »zaglavila«, pričujoči zbornik doka-zuje, da v celoti ni tako. Med nami je ogromno znanja in odličnih izkušenj. Bodimo ponosni na njih! In izborimo si priložnosti, da jih bomo še naprej lahko uveljavljali.

Pedja Ašanin Golemag. Nada Serajnik Sraka, ABC

Vita Kernel, ABC

PRSS, Public Relations Society of Slovenia and IABC Slovenia Chapter | Slovenian Public Relations Theory and Practice II

14

From Idealism to Professionalism

When practitioners of public relations set out to search for solutions of our communication tasks, the first and most frequent question we ask ourselves is how we're going to do anything. It is said that there's nothing original left in the world, that everything has been thought-out and used once already. The-refore all the solutions we devise, have also been thought of and used already, if not in Slovenia then somewhere else. Creativity does not prescribe the 'right' answers and solutions; they can only be different, considering the differences in requirements, the diversity of environment, culture, habits, and traditions, the development of the discipline and profession itself.

Many professional organizations provide for regular publishing of well plan-ned, excellently executed, and often awarded cases of best practice. This kind of proceedings do not only offer good examples of solutions to practical problems, but indicate that professional standards and ethical principles are consistently being applied and respected. They meticulously reflect the (im)maturity of the expert field and profession. Slovenia also pursues this practice. In 2000, for the 10th anniversary of the Public Relations Society of Slovenia (2000), Pedja Ašanin Gole and Dr Dejan Verčič collected 33 communication cases of Slovenian practice that had been performed in the years from 1991 to 2000. These cases were not selected ran-domly, they were award-winning cases with reputable international awards which had convinced international evaluators with their professional excel-lence and originality. The cases alone, as well as the proceedings, were a great achievement for the barely ten years of development of the public relations discipline and the profession in Slovenia.

After almost twenty-five years of accelerated development of the Slovenian pu-blic relations (or perhaps because of it), it's time for a new proceedings. There are lot of reasons: the profession is continuously revitalized by new players (not necessarily the »young ones«); each year undergraduate or postgraduate studies in public relations are completed by dozens of colleagues, all of them hungry for PR knowledge and practice; the third technological revolution dictates de-velopment and introduction of alternative technologies and communication approaches, interpersonal, organizational, inter-organizational and working relationships have changed. All of the above mentioned raises the need to crea-te, maintain and exchange the excellent expertise, resulting from the practices of our environment. These proceedings were created out of this need.

As editors, we invited several Slovenian practitioners who have been awarded for their practical communication endeavours with Prizma and the IABC's

15PRSS, Public Relations Society of Slovenia and IABC Slovenia Chapter | Slovenian Public Relations Theory and Practice II

Gold Quill awards, national and international awards for the excellence in public relations to share their experience. The response was excellent – we co-llected 52 communication cases that have been realized in the period from 2000 to today. Although we failed to compile all the prize-winning cases, the continuity from 2000 onwards is not interrupted. The compiled cases repre-sent solutions to communication tasks in the private, public and non-profit sectors, devised for large and complex communication programs, as well as for seemingly small communication projects. Their accordance with internatio-nal professional standards in strategic planning, management and evaluation is commendable. From the cases presented, it is evident that since 2001 the discipline has followed the global trends – there is an increasing number of comprehensive award-winning communications programs that address more publics than communication skills and tools projects involved, a very clear role of social media and social responsibility can also be distinguished.

The cases presented testify that there exist no large and small projects, there are only good and bad ones. And there are a lot of good cases! Among them, three special achievements should be highlighted: Si.mobil's case »Re.think« (i.e. »Re.misli«) has won the only Business Issue Award so far; »Rhyme with Zlatko« (i.e. »Rimaj z Zlatkom«) was ranked among Best of the Best Awards by the IABC; and Zavarovalnica Triglav's »Let's Clean the Mountains« (i.e. »Očistimo gore«), which has acquired the Gold Quill for the third year in a row, an achievement organizations reach only in exceptional cases.

If sometimes we believe that our profession »may be stuck«, these proceedings demonstrate that is not entirely so. There is a tremendous amount of knowled-ge and great experience among us. Let's be proud of it! And let's fight for the opportunities so we can continue to assert them.

Pedja Ašanin Gole Nada Serajnik Sraka, M.A.,ABC

Vita Kernel, ABC


Re.misli: Avtorica: Tamara Valenčič

Naročnik: -

Organizacija: Si.mobil

Trajanje projekta: december 2007–december 2008

Kategorija: komunikacijski menedžment

Vrsta programa: upravljanje tem in krizno komuniciranje

PovzetekKonkurenčno stanje na trgu mobilne telefonije, poslovne prakse, ki te-meljijo na poslanstvu in viziji podjetja, in nenazadnje način življenja Si.mobilovih vodilnih sodelavcev so tlakovali pot za našo odločitev, da v vse svoje poslovne procese vključimo odgovoren odnos do okolja. Obliko-

vali smo Re.misli – strateški in dolgoročni program korporativne družbene odgovornosti. Za izpolnjeva-nje programa Re.misli so bile potrebne številne aktiv-nosti. Svoje poslovne prakse, storitve in komunikacijo smo želeli prenoviti v skladu z načeli Re.misli. Vendar pa smo se tega lotili drugače kot katero koli drugo slo-vensko podjetje: začeli smo pri sebi in zaposlene spod-bujali, naj postanejo del filozofije Re.misli, saj smo se zavedali, da moramo najprej spodbuditi vse svoje zaposlene k premisleku o njihovem vplivu na okolje, če želimo dosledno uvajati spremembe. In pri tem smo bili zelo uspešni. Z uporabo inovativnih komunika-cijskih orodij in neposrednim nagovarjanjem smo us-peli pozornost svojih zaposlenih usmeriti k okoljskim vprašanjem. In kar je še pomembnejše – koncept Re.misli se je izkazal kot privlačen tudi za širše okolje. Nekatere javne ustanove in zasebna podjetja so v pro-jektu Re.misli prepoznali možnost za sinergije, zato so se že obrnili na Si.mobil z željo, da bi se pridružili našemu okoljskemu pozivu Re.misli.

interni komunikacijski program za Si.mobilove okoljske aktivnosti

IABC, Mednarodno

združenje poslovnih

komunikatorjev, je ta komunikacijski projekt leta 2009

nagradilo z nagradami

Gold Quill Award

of Excellence ter The Business

Issue Award.


Opredelitev problema in komunikacijskih priložnosti

Tržni pogoji

Slovenski mobilni operater Si.mobil je pred desetimi leti vstopil na monopoliziran trg mobilnih komunikacij. S strateškim tržnim pristopom je decembra 2008 do-segel 27,7-odstotni tržni delež. Sčasoma se je konkurenčnost povečala. Na rela-tivno majhen slovenski trg so vstopili trije novi mobilni operaterji, katerih ponudba je temeljila predvsem na nizkih cenah.

Si.mobil se zaveda, da ponudba, ki temelji zgolj na nizkih cenah, dolgoročno ne more biti uspešna. Odločili smo se zgraditi močno znamko s prepoznavno čustve-no platjo, ki temelji na družbeno odgovornih dejavnostih.

Konec leta 2007 se je Si.mobil odločil, da bo njegova skrb za okolje ena od ključnih razlikovalnih in konkurenčnih prednosti. Dolgoročno so lahko uspešna le podjetja, ki poslujejo družbeno in okoljsko odgovorno.

Priložnosti

Noben od konkurentov ni izvajal intenzivnih ali doslednih aktivnosti za zmanjšanje svojega vpliva na okolje. Si.mobil je v tem prepoznal priložnost, da postane najbolj zeleno telekomunikacijsko podjetje. Telekomunikacijska panoga trenutno prispeva 2 % izpustov CO2, napovedi pa kažejo, da se bo količina izpustov do 2020 podvo-jila. (vir: Mobile Communications International, poletje 2008).

Si.mobil si je za cilj postavil v treh letih postati vodilno podjetje v Sloveniji in sino-nim za zelene poslovne prakse, še posebej kar se tiče skrbi za čiste in zdrave vode v Sloveniji. Slovenija je država z izjemno visoko kakovostjo vode in raziskave javnega mnenja so pokazale, da Slovence zelo skrbi, kako bo država ohranila svojo pitno vodo (vir: ‘Ekološka ozaveščenost´, podjetje za raziskave Mediana, 12. junij 2008).

Naš načrt je bil svojo okoljsko strategijo tesno povezati s poslovno strategijo. Za raz-liko od običajnih družbeno odgovornih odzivov je ta odločitev predstavljala ogromen korak v smeri strateške družbene odgovornosti, ki nima nič skupnega z običajno bleščečimi in površinskimi poročili o družbeni odgovornosti in izjavami za javnost. Pomembna je bila tudi podpora našega lastnika, podjetja mobilkom austria (danes Telekom Austria Group), ki je podprlo Si.mobilov namen, da se bolj osredotoči na družbeno odgovorne aktivnosti.

Oblikovali smo Re.misli – dolgoročno strategijo družbene odgovornosti, ki vsa-kogar vabi k sodelovanju in razmisleku o našem okolju. Toda odločili smo se za drugačen pristop, saj smo: a) želeli doseči dejanske spremembe (eden od naših ciljev je bil izmeriti izpuste CO2 in sprejeti ukrepe za njihovo zmanjšanje) in b) za-čeli znotraj organizacije, tako da so naši zaposleni prvi, ki razumejo naše okoljske dejavnosti in ravnajo v skladu z njimi. Okoljski projekt je postal tudi vzvod za povečevanje motiviranosti zaposlenih in spodbujanje njihove vključenosti v izpol-njevanje poslanstva podjetja.

Ciljne skupineGlavna ciljna skupina: zaposleni• Širše vodstvo (uprava in direktorji): Pomembno je, da vodstvo podpira okoljsko

strategijo in povezane komunikacijske aktivnosti. Njihova motivacija je (dober) zgled za sodelavce in podrejene.


• Potencialni člani Eko tima: Vsak zaposleni, ki je nadpovprečno okoljsko oza-veščen in pripravljen prostovoljno sodelovati pri okoljskih dejavnostih, lahko postane član Eko tima. Člani Eko tima bodo ambasadorji okoljskega projekta tako znotraj kot zunaj podjetja.

• Vsi zaposleni: Pomembno je, da se vsi zaposleni aktivno vključijo v okolju prijazne dejavnosti. Psihološke in demografske značilnosti Si.mobilovih zaposlenih: - povprečna starost: 33,75; - izobrazba: 46 % s VII. ali višjo stopnjo izobrazbe (vir: notranji podatki); - zelo aktivni uporabniki interneta in mobilnih storitev; - večja motiviranost, predanost (Si.mobil – 4,11, slovensko povprečje – 3,40; vir: SiOK25, 2008);

- večja inovativnost in samoiniciativnost (Si.mobil – 4,14, slovensko povprečje – 3,51; vir: SiOK, 2008).

Druge ciljne skupine • Otroci naših zaposlenih• Potencialni novi zaposleni: predvsem z ustnim širjenjem pozitivnih informacij o

svojih okoljskih aktivnostih bi Si.mobil lahko izboljšal svoj položaj kot zaželeni delodajalec.

Namen in ciljiNaš glavni namen je zaposlene ozaveščati o projektu Re.misli in doseči njihovo naklonjenost projektu. Menimo, da je podpora zaposlenih ključna za uspeh naših družbeno odgovornih in okoljskih dejavnosti. Nenazadnje so zaposleni tisti, ki na-šim idejam vdahnejo življenje in jih širijo zunaj Si.mobila (multiplikacijski učinek).

Naši cilji so bili konkretni – zaposlene spodbuditi, da se aktivno vključijo v projekt:

a. Aktivno sodelovanje v podprojektih Re.misli:• podprojekt recikliranja mobilnih telefonov: zaposleni bodo v akciji recikliranja

zbrali vsaj 50 kg rabljenih telefonov, polnilcev in baterij (povprečni telefon tehta 0,10 kg, povprečna baterija tehta 0,04 kg, povprečen polnilec tehta 0,13 kg);

• podprojekt čistilna akcija: 5 % vseh zaposlenih sodeluje v čistilnih akcijah;• podprojekt pridobitve certifikata o skladnosti z mednarodnim standardom ISO

14001: povabilo zaposlenim, da postanejo prostovoljni notranji ocenjevalci v postopku pridobivanja certifikata o skladnosti z mednarodnim standardom ISO 14001 in da uspešno opravijo vseh 10 obveznih delavnic.

b. Prispevanje predlogov za zmanjšanje okoljskega vpliva: 80-odstoten odziv za-poslenih pri pridobivanju podatkov za raziskavo.

c. Prostovoljna včlanitev v Eko tim in udeležba na sestankih: 10 % zaposlenih se pridruži Eko timu in sestankov se udeležuje vsaj 80 % članov.

Pregled rešitev• Strateško komuniciranje: zaposlene smo skrbno razdelili v skupine in uporabili

tako uveljavljene notranje komunikacijske kanale kot tudi nova, kreativna orod-ja za interno komunikacijo.

25 SiOK je vseslovenski

neodvisni projekt raziskovanja

in spremljanja organizacijskega

ozračja, ki ga za slovenska

podjetja izvaja Gospodarska

zbornica Slovenije. Vsako

leto se uporabi enak vprašalnik,

kar omogoča primerjavo med leti za

določeno podjetje, primerjavo

med različnimi podjetji in primerjavo

s slovenskim povprečjem.


• Opredelitev ključnih sporočil: naša glavna sporočila so bila: 1) z malimi koraki dosegamo spremembe; 2) vsako dejanje šteje; 3) naše dejavnosti predstavljajo naložbo v okolje; 4) Re.misli je povabilo, da skupaj nekaj naredimo za okolje.

• Od znotraj navzven: odločili smo se za drugačen pristop – da začnemo znotraj, v jedru in šele pozneje začnemo delovati tudi zunaj podjetja. Preden smo s svojimi okoljskimi dejavnostmi nagovorili zunanjo javnost, predvsem naše upo-rabnike, smo želeli zagotoviti, da naše okoljske projekte razumejo in podpirajo naši zaposleni. Po naših informacijah še nobeno slovensko podjetje ni poskusi-lo svojih okoljskih dejavnosti voditi iz lastne hiše.

• Razvoj projekta Re.misli: v prvi fazi smo oblikovali simbol, ki sta ga sestavljala srce in slogan »Z mislijo na okolje. Si.mobilovci«, in simbol za »Ponovno pre-misli. Ponovno uporabi. Recikliraj. Zmanjšuj«, ki neposredno spominja na že uveljavljen okoljski simbol s tremi zelenimi puščicami v krogu. V drugi fazi pa smo se osredotočili le na en del simbola – Ponovno premisli (Re.misli). Meni-mo, da morajo zaposleni (in tudi vsi drugi) najprej spremeniti svoje razmišljanje in šele potem ukrepati. V procesu prenove znamke Si.mobil, ki je potekal poleti 2008, smo oblikovali logotip za Re.misli, skladen z našo novo podobo.

• Opredelitev prednostnih področij za naše okoljske dejavnosti: z raziskavo smo ugotavljali, na katerih področjih naj potekajo Si.mobilove okoljske dejavnosti, npr. varčevanje z energijo, varovanje čistih voda, recikliranje rabljenih telefonov in baterij.

• Časovnica dejavnosti v 2008:

- Prva tretjina 2008: opredelili smo svoje okoljsko stanje z raziskavo o vseh dejavnostih, v kateri smo opredelili vsa glavna področja, na katerih bomo iz-vajali okoljske ukrepe. Po raziskavi na začetku 2008 smo določili prednostna področja in jih razvrstili na časovnico komunikacij za 2008.

- Na gregorjevo, 12. marca 2008, so zaposleni prejeli kreativno vabilo, naj se pridružijo Eko timu: reciklirano škatlo, izdelano iz naših starih letnih poročil, z loncem prsti, v katerega je lahko vsak zaposleni posejal svojo zaplato trave.

- 3. aprila 2008 smo svoj okoljski projekt podrobno predstavili na prvem ses-tanki Eko tima in člane pozvali k ukrepanju.

- Postopno smo začeli uvajati motivacijska sporočila in opomnike:

- 22. marca, na svetovni dan voda, smo skupaj z Eko timom na sedežu pod-jetja organizirali prvo okoljsko akcijo, v kateri smo opozorili na pomen ohra-njanja vod (stopnišča, stranišča in kuhinje smo polepili z nalepkami z raz-ličnimi idejami, ki so poudarjale pomen ohranjanja pitne vode), na držala za papirnate brisačke pa smo nalepili nalepke s sporočilom »Ena je dovolj«, s katerimi želimo omejiti pretirano uporabo papirnatih brisačk.

- 22. aprila, na svetovni dan Zemlje, smo v vseh nadstropjih namestili eko-loške otoke, kjer so koši za ločeno zbiranje odpadkov. Poleg večjih košev na hodnikih je vsak zaposleni prejel tudi manjši koš za odpadni papir in vsaka pisarna je prejela manjši koš za embalažo. Na dan zemlje so člani Eko ti-ma izvedli tudi čistilno akcijo, v kateri so očistili in polepšali okolico sedeža podjetja, kolesarnico, teraso, parkirišče. Prav tako smo zbrali in odvrgli vse kosovne odpadke in staro opremo IT iz kleti.

- Izračunali smo svoj ogljični odtis.


- Rezultate okoljskih dejavnosti, izvedenih v prvem in drugem četrtletju, smo upravi predstavili 24. aprila 2008 in jih povzeli v internem poročilu. Prav tako smo prek intraneta rezultate predstavili zaposlenim in jih povabili, naj predlaga-jo konkretne akcije za izboljševanje oz. zmanjševanje našega vpliva na okolje.

- Organizirali smo tudi delavnico o zelenih informacijskih tehnologijah (18. aprila 2008). Delavnica je bila namenjena sodelavcem iz sektorja za IT, njen namen pa je bil predstaviti, kaj je mogoče narediti, in zbrati nove ideje, ki bi jih lahko uresničili v prihodnosti.

- 26. maja smo zaposlenim ponudili kolesa z napisom »En avto manj«, s ka-terimi se lahko odpeljejo na sestanke v bližini.

- 6. junija (sočasno s predstavitvijo prenovljene Si.mobilove znamke) smo or-ganizirali akcijo za varčevanje z elektriko. Na stopniščih in pred dvigali smo nalepili nalepke v obliki stopinj (Moj ogljični odtis), ki sporočajo, da majhni koraki lahko privedejo do velikih sprememb.

- S pomočjo Zavoda za zdravstveno varstvo Maribor smo analizirali vodo iz pip, plastenk in vodomatov. Rezultate smo predstavili v Si.mobilovem in-ternem glasilu Inside, na intranetu in na sestanku Eko tima. Na osnovi teh rezultatov smo konec leta 2008 ukinili plastenke in plastične kozarce ter vsakemu zaposlenemu podarili steklenico in stekleni kozarec.

- 10. septembra 2008 se je Eko tim sestal drugič in si ogledal postopek reci-klaže telefonov ter pregledal načrt aktivnosti in nov logotip Re.misli, ki smo ga uvedli skupaj s prenovljeno znamko. Člani Eko tima so prejeli majice z napisom Zelen od zavesti in svojim imenom.

- Prav tako smo posneli kratek film za ozaveščanje o pomenu recikliranja ra-bljenih telefonov, polnilcev in baterij, pri katerem je sodelovala tudi dobi-tnica Nobelove nagrade Lučka Kajfež Bogataj, in ga objavili na intranetu. Da bi dosegli svoj cilj in povečali učinek svojih okoljskih prizadevanj, smo ga objavili tudi na Si.mobilovi spletni strani in YouTubu: www.youtube.com/watch?v=FZ67amE8Toc.

- Za otroke zaposlenih smo ustvaril lik vidre, ki smo ga poimenovali Lutr (la-tinsko ime za vidro je Lutra Lutra), saj želimo tudi njih ozaveščati o pomenu čistih in zdravih voda v Sloveniji. Vidre so ena od najbolj ogroženih vrst v Sloveniji, saj za svoj obstoj potrebujejo čiste vode in nedotaknjeno naravo. Lutra smo otrokom najprej predstavili na prednovoletni zabavi.

Svoje zaposlene smo redno obveščali skozi notranje komunikacijske kanale (te-densko e-glasilo Si.weekly in občasne e-novičke (sporočila uprave, sporočila od-delka za odnose z javnostmi, sporočila kadrovske službe), interno glasilo Inside, intranet (oblikovali smo poseben podmeni Okolje)). O svojih dejavnostih smo po-ročali tudi v biltenu Si.kar, namenjenemu našim uporabnikom, in na svoji spletni strani (v posebnem podmeniju Okolje – Re.misli).

Izvajanje in izziviPri izvajanju teh dejavnosti smo naleteli na naslednje izzive: • Glavni izziv je bil druge zaposlene prepričati, da gre za resen projekt, da res

želimo ukrepati in da naša prizadevanja ne predstavljajo le površinskih promo-cijskih dejavnosti. Sodelavce smo želeli prepričati, da majhni koraki dejansko štejejo, saj ljudje pogosto ne verjamejo, da lahko kaj naredijo ali spremenijo, sploh ne na globalni ravni.


• Sredstva za izvedbo projekta so bila relativno majhna, v višini proračuna manj-še oglaševalske akcije v Sloveniji – 140.000 EUR. Ta omejitev nas je izzvala, da smo uporabili kreativne rešitve in sodobne, moderne načine komuniciranja ter tako znižali stroške kot tudi zmanjšali škodo, ki jo povzročamo okolju. Do-sledna uporaba okolju prijaznih materialov in postopkov je imela za posledico visoke proizvodne stroške, veliko časa pa smo porabili tudi za iskanje ustreznih dobaviteljev.

• K sodelovanju smo morali privabiti vse oddelke podjetja, kar ni bilo lahko, saj je projekt Re.misli prostovoljen. Še posebej zahtevno pa je bilo povezovanje oddelka za odnose z javnostmi in oddelka za trženje (ter prodajnih centrov pri poznejših aktivnostih).

Merjenje in vrednotenje rezultatov

cilj rezultat

Vsaj 10 % zaposlenih se bo pridružilo Eko timu. 16 % zaposlenih se je včlanilo v Eko tim (57 od 353).

Vsaj 5 % zaposlenih bo aktivno prispevalo s pre-dlogi za ukrepe.

Na sestankih in prek e-pošte je svoje predloge posredovalo 16 % zaposlenih.

Zaposleni bodo v akciji recikliranja zbrali vsaj 50 kg rabljenih telefonov, polnilcev in baterij (pov-prečni telefon tehta 0,10 kg, povprečna baterija tehta 0,04 kg, povprečen polnilec tehta 0,13 kg)

Zaposleni so zbrali 59 kg rabljenih telefonov, polnilcev in baterij.

80-odstotna udeležba na sestankih Eko tima. 96-odstotna udeležba na sestankih Eko tima.

5 % vseh zaposlenih sodeluje v čistilnih akcijah. 25 % vseh zaposlenih je sodelovalo v čistilnih akcijah.

80-odstoten odziv zaposlenih pri pridobivanju podatkov za raziskavo.

99-odstoten odziv zaposlenih pri pridobivanju podatkov za raziskavo.

Izpeljava vseh 10 načrtovanih delavnic v proce-su pridobivanja certifikata o skladnosti z okolj-skim standardom ISO 14001.

Delavnice smo uspešno izvedli in pričakujemo, da bomo certifikat ISO 14001 prejeli marca 2009.

Ti rezultati dokazujejo, da so se naši zaposleni aktivno vključili v projekt Re.misli. Lahko torej rečemo, da smo dosegli njihovo naklonjenost projektu.

Naš cilj, da bi dosegli multiplikacijski učinek pozitivnih dejanj, se tudi uresničuje, saj so se zaposleni izkazali za najboljše promotorje. Povabili so nas, naj orga-niziramo interna in eksterna predavanja o spodbujanju okoljske ozaveščenosti, zaposleni so naše iniciative oglaševali prek družbenih omrežij (Flickr, Second Life, YouTube, My Space, Facebook, Linkedin itd.) in skozi osebno komunikacijo dokazali, da so najboljši ambasadorji projekta. Projekti so zaživeli svoje lastno življenje in sodelavci pogosto omenijo, da je okolje zlata nit, ki se prepleta skozi naše poslovne prakse, kar je zelo zadovoljujoče.

Zaradi odmevnosti projekta tudi zunaj podjetja smo prejeli številna vabila k so-delovanju z javnimi ustanovami, kot je Ekonomska fakulteta v Ljubljani, in tudi velikimi podjetji, kot sta slovenski podružnici Nokie in BMW-ja, ki sta v vključitvi v projekt Re.misli in načrtovani okoljski aktivnosti prepoznali mogoče sinergije. To ponovno dokazuje multiplikacijski učinek naših internih dejavnosti.

PRSS, Public Relations Society of Slovenia and IABC Slovenia Chapter | Slovenian Public Relations Theory and Practice II | Award-Winning Case Studies of the Communication Programmes212

Re.think: Author: Tamara Valenčič

Client: -

Organization: Si.mobil

Project duration: December 2007–December 2008

Division: communication management

Category: issues management and crisis communication

Brief descriptionThe competitive state on the mobile telephony market, business practices based on the mission statement and the vision, and last but not least, the lifestyle of Si.mobil's management, paved the way for the decision to imple-ment a responsible attitude towards the environment into all our business processes. We have designed Re.misli (Re.think) – our strategic and long--term CSR program. To accomplish Re.misli, we had to conduct a series of activities. We wanted to re-establish our business practices, our services and also our communications in accordance with Re.misli. But we decided to do it differently from any other company in Slovenia: first we started on the inside to motivate our employees to take part in Re.misli philosophy, as we were aware that for a consistent introduction of changes, we must first mo-tivate all of our employees to re.think their impacts on environment. And we were very successful at that. With use of inventive communication tools and direct addressing we managed to drew attention of our employees on environmental issues. And what is more important - the concept of Re.misli had also wider appeal on society. Some public institutions and private com-panies, who saw the potential synergies in adopting the Re.misli project, had already contacted Si.mobil to join our re.think environmental appeal.

Internal Communication Programme for Si.mobil Environmental Activities

IABC, International

Association of Business

Communicators, awarded this

communication project in 2009 with the Gold

Quill Award of Excellence and

The Business Issue Award.

213PRSS, Public Relations Society of Slovenia and IABC Slovenia Chapter | Slovenian Public Relations Theory and Practice II | Award-Winning Case Studies of the Communication Programmes

The business need and communication opportunity

Market conditionsTen years ago Slovene mobile operator Si.mobil entered the then monopolized mobile communications market. With a strategic marketing approach it reached the current 27.7% market share (December 2008). With time competition incre-ased. Three new mobile operators entered the relatively small Slovenian market, gearing their offering mainly on the policy of low prices. Si.mobil is aware that an offering based solely on low prices cannot be successful in the long run. We decided to build a strong brand with a powerful emotional side, based on CSR activities.At the end of 2007 Si.mobil decided to base its care for the environment as one of the company's key differential and competitive advantages. In the long run only companies that conduct business in a socially and environmentally responsible way can actually be successful.

Opportunities

None of the competitors conducted any intensive or consistent activities for lowe-ring their impact on the environment. Si.mobil saw this as their opportunity – to become the greenest among telecommunications companies. The telecommuni-cations industry currently adds 2% to CO2 emissions, but predictions show that by 2020 this percentage will increase by 100%. (Source: Mobile Communicati-ons International, summer 2008).Si.mobil set the goal to become the leading company in Slovenia and a synonym for green business practices within three years – especially regarding the care for clean and healthy waters in Slovenia. Slovenia is a country with an exceptionally high quality of water, and the public opinion surveys show that Slovenians are extremely worried about how we will sustain our drinking water. (Source: ‘Ecolo-gical awareness’, Research Agency Mediana, 12 June 2008).Our plan was to tightly integrate the environmental strategy into our business stra-tegy. Unlike a usual social corporate response, this decision represented a great step forward to a strategic CSR, which has nothing to do with usually glossy and cosmetic CSR/PR reports. It was also important to have the support of our owner, the mobilkom austria (today Telekom Austria Group), which supported Si.mobil's intention to give more emphasis to social responsible activities.We designed Re.misli (Re.think) – our strategic and long-term CSR strategy as an invitation to every single person to cooperate and rethink about our environment. But we decided to take different approach: a. we wanted to achieve actual changes (one of our aims was to measure the CO2 footprint and to take measures for lowe-ring CO2 emissions) and b. to start from the inside out, so that our employees are the first to understand and live according to our environmental activities. The envi-ronmental project also functioned as a lever for encouraging employee motivation and inclusion into fulfilling the mission of the company.

Intended audiencesPrimary audiences: employees• Extended management (Management Board and directors): It is important

for the management to support the environmental strategy and corresponding


communication activities: Their motivation runs as a model for colleagues and subordinates (good example).

• The potential members of the internal Eco Team: Any employee showing abo-ve average environmental conscience and readiness to voluntarily engage in environmental activities can become a member of the Eco Team. Eco Team members will be ambassadors to the environmental project inside the company as well as outside.

• All employees: It is important that all the employees take an active role in con-ducting environmentally friendly activities.

Psychographic and demographic characteristics of Si.mobil employees:

- Average age: 33.75;

- Education: 46% university degree or above (Source: Internal.);

- Intensive internet and mobile users;

- Higher level of motivation, dedication (Si.mobil 4.11, Slovene average 3.40, Source: SiOK26, 2008);

- Higher level of innovation and initiative (Si.mobil 4.14, Slovene average 3.51, Source: SiOK, 2008).

Other audiences: • Children of our employees• Potential new employees: mostly using positive word of mouth about our envi-

ronmental activities Si.mobil could improve its position as a desired employer.

Goals and objectivesOur primary goal was to raise awareness among the employees about the Re.think project and to achieve their favorable attitude for the Re.think project. We believe that employee support is crucial for successfulness of our CSR/environmental activities. Nonetheless, employees are the one that give life to our ideas and spread them outside Si.mobil (multiplying effects).

Our objectives were concrete: to stimulate employees to take an active part in the project:

a. To take active part in Re.misli subprojects:

• The subproject of mobile phone recycling: employees to collect at least 50 kg of old phones, chargers in batteries in the recycling drive (average phone weighs: 0,10 kg/unit; average battery weighs: 0,04 kg/unit, average charger weighs 0,13 kg/unit).

• The cleaning drive subproject: 5% of all employees cooperates in cleaning drives.

• The subproject for being awarded the international ISO 14001 standard: the invitations to employees to voluntary become internal judges for Si.mobil to receive the environmental standard ISO 14001 and to successfully execute of all 10 obligatory workshops.

b. To contribute suggestions for lowering the environmental impact: 80% re-sponse from employees when acquiring data for the survey.

26 SiOK is an all-Slovenian

project of researching and

following the organizational

atmosphere independently

conducted for Slovenian

companies by Slovenian Chamber of

Commerce. Each year the same questionnaire is used which

enables the comparison by

years in a given company, the

comparison between different

companies and with the

Slovenian average.


c. To voluntarily join the internal Eco Team and attend the meetings: 10% of employees joined the internal Eco Team; the Eco Team meetings are attended by at least 80% of the members.

Solution overview• Strategic communication: we carefully segmented employees and used esta-

blished internal communication channels and new, creative tools of internal communication as well.

• Definition of key messages: our key messages were: 1) we bring changes thro-ugh small steps; 2) each action counts; 3) our activities are an investment into the environment 4) Re.misli (Re.think) is an invitation to do something for the environment together.

• From the inside out: we decided to approach things differently – to begin from the inside, from the core and only then start to work outside. Before we addres-sed the external public with our environmental activities – especially our custo-mers – we wanted to reach understanding and support for our environmental project among our employees. According to our information no Slovenian com-pany ever attempted to manage their environmental activities from within their own base.

• Evolution of Re.misli: In phase one we designed a symbol with a heart and the slogan »Thinking about the environment. Si.mobil employees« and a symbol for »Rethink.Reuse.Recycle.Reduce«, which directly reminds of very well known environmental symbol of the three green arrows in a circle. But in phase two we focused only on part of our symbol - Re.think. We believed that employees (or everyone else) have to make a shift in his mindset before taking action. During our corporate rebranding process, which took place in summer 2008, we designed logo for Re.misli according to our new image.

• Defining priority areas for our environmental activities: we made a survey to define where Si.mobil should take environmental actions: power savings, clean water protection, recycling of used mobile phones and batteries.

• Timline of activities in 2008:

- First third of 2008: to define our environmental circumstances, we condu-cted a survey of all activities, thus identifying the key areas where our envi-ronmental actions will be taken. After conducting a survey at the beginning of 2008, we set priorities to be taken in action and arranged them on a timeline of communications for 2008.

- On St. Gregory's day, the 12th of March 2008 employees received a creative invitation to join the internal Eco Team: a recycled box, made from our old annual reports, with a pot of soil for each employee to plant his own patch of grass.

- On 3rd April 2008 we presented our environmental project in detail to our Eco Team members at a first internal meeting of Eco Team, inviting them to act.

- In steps we began introducing motivators and reminders:

- On 22th March, World Water Day, together with Eco Team we prepared a first eco drive in our main building, addressing water conservation (we posted stickers on the stairway, toilets and kitchens featuring various ideas, stressing


the importance of drinkable water conservation), while also posting stickers to paper towel holders saying »One is Enough«, through which we wish to limit the overuse of paper towels.

- On 22th April, World Earth Day, we installed eco islands on each floor, fe-aturing bins for waste separation. Besides the larger bins in the hall, each employee also received a small bin for waste paper, and each office a small bin for packaging. On Earth Day Eco Team members conducted a cleaning drive to clean and beautify main building surroundings, the bike room, the terrace, the parking lots; we collected and disposed of all the large pieces of waste and the old IT equipment from the basements.

- We made our CO2 footprint.

- The results of our Q1 and Q2 environmental activities were presented to the Management Board on 24th April 2008 and summed up in an internal re-port. We also presented the results to our employees on our intranet, inviting them to present suggestions with concrete actions for improving or lowering our impact on the environment.

- We also held a Green IT Workshop (18th April 2008). It was held for the IT sector to present to coworkers, what could be done and to gather new ideas, what to implement in the future.

- On 26thMay we offered employees bicycles with the sign One car less for nearby meetings.

- On 6th June (coinciding with our corporate rebranding) we prepared a drive for conserving electricity. We posted footprint-shaped stickers (My CO2 fo-otprint) on the stairways and in front of the elevators, stressing that small steps can lead to great changes.

- With the assistance of the Maribor Institute for Health Protection we conducted an analysis of water from tap, plastic bottles and water coolers. We presented the results in our internal magazine Inside, on the intranet and at the Eco Team meeting. Based on this information we abolished plastic bottles and glasses at the end of 2008, giving each employee a personalized glass bottle and glasses.

- On 10th September 2008 Eco Team held a second meeting where we ob-served the process of phone recycling and overviewed the plan of activities along with a new Re.think logo, which we introduced with rebranding. Each Eco Team member received a personalized T-shirt with the slogan Green of Consciousness and their name on it.

- We also made a short film for raising awareness about the importance of recycling old phones, chargers and batteries with the help of the Nobel Prize winner Lučka Kajfež Bogataj, put it on our intranet. In order to achieve our goal also to multiply the effects of our environmental efforts we also put it on our web page and on YouTube: www.youtube.com/watch?v=FZ67amE8Toc.

- For the children of our employees we designed a character of an otter, named Lutr (Latin name for otter is Lutra Lutra), because we want to raise aware-ness about clean and healthy waters in Slovenia also among them. Otters are one of the most endangered species in Slovenia, since they need clean waters and intact nature for their existence. Lutr was first presented to the children on Christmas party.


We kept our employees notified through internal communications channels (the weekly electronic newsletter Si.weekly and occasional e-newsletters (Manage-ment Board Info, PR Info, HR Info), the internal magazine Inside, the intranet (we created a special submenu Environment). We also reported on our activities in the Si.kar si bulletin for our customers and on our website (a special submenu Environment – Re.think).

Implementation and challengesWhen conducting these activities we faced the following challenges:

• The main challenge was to convince other employees that the project is seri-ous: that we really want to take action and that our efforts are not just merely cosmetic PR activities. We wanted to convince our colleagues that small steps do matter – people mostly do not believe that they can do or change something, especially in a global sense.

• We had a relatively low budget for implementation, somewhere in the amount of a smaller advertising campaign in Slovenia – 140,000 EUR . This limitati-on is a challenge to use creative solutions and contemporary, trendy ways of communication to lower expenses and also lower the damage we cause the environment. Because of the consistency of using environmentally friendly ma-terials and processes, we also faced the challenge of higher production costs, and also spent a lot of time for finding appropriate providers.

• We had to attract all departments in company to cooperate, which was not an easy task as Re.misli is a voluntary project. And especially a lot had to be done in regard of connecting the PR and marketing departments (and sales centers in our further activities).

Measurement and evaluation of outcomes

Objective Outcome

At least 10% of employees will join the Eco Team.

16% of employees voluntarily signed up to join the Eco Team (57 of 353).

At least 5% of employees to actively contribute with suggestions for actions.

At meetings and via e-mail 16% of employees gave suggestions.

Employees collect at least 50 kg of old phones, chargers and batteries in the recycling drive (average phone weighs: 0,10 kg/unit; average battery weighs: 0,04kg/unit, average charger weighs 0,13 kg/unit).

Employees collected 59 kg of old phones, char-gers and batteries.

80% attendance of Eco Team meetings. 96% attendance of Eco Team meetings.

5% of all employees to cooperate in cleaning drives.

25% of all employees cooperated in cleaning drives.

80% response from employees when acquiring data for the survey.

99% response from employees when acquiring data for the survey.

Completing all 10 of the planned workshops for acquiring the ISO 14001 environmental stan-dard.

The workshops were successfully conducted and we expect to receive the certificate ISO 14001 in March 2009.


These outcomes prove active involvement of our employees in Re.misli project. Therefore we can conclude that we have managed to achieve their positive incli-nation toward the project.

Our goal of reaching the multiplication effect of good deeds is also materializing, as the employees have turned out to be the best promoters. We received initiati-ves for organizing internal and external lectures about encouraging environmental conscience, the employees have promoted our initiatives through social networ-king sites (Flickr, Second Life, YouTube, My Space, Facebook, Linkedin etc.) and proven to be the best advocates of the project through personal communication. The project has taken on a life of its own, and the colleagues have often menti-oned that the environment is the golden thread weaving through our businesses practices, which is very rewarding.

Because of the project's publicity also outside of the company, we received a significant number of invitations for cooperation by public institutions such as Faculty of Economics of University of Ljubljana, as well as large companies such as Slovene branches of Nokia and BMW, who saw the potential synergies in joi-ning the Re.misli project and their planned environmental activities. Which again confirms the multiplication effect of our internal activities.

PRSS, Public Relations Society of Slovenia and IABC Slovenia Chapter | Slovenian Public Relations Theory and Practice II | Award-Winning Case Studies of the Communication Skills and Tools640

• Elementary and high school students over 10 y.o.: with occasional inflows of 100 euros/month, who want to manage their finances independently. When they need information, they first look to the internet. Their social life is also very connected to the internet. They listen to the radio, but not daily. They do not monitor newspapers, they prefer magazines. Mainly they avoid classic advertising, but often participate in prize games. They are very competitive, the opinion of others is very important to them, they do not like to spend their free time with their family, they value money, fun and friends. They have high career goals and they live for today.

• Students 18–29 years with regular or occasional inflows of approximately 200-500 euros/month. They watch televison daily, but do not monitor the radio. Life without the internet seems unimaginable to them. They cherish well-paid jobs and believe that happiness can be bought with money. They have high profe-ssional goals and are rather enterprising. They like to hang out with friends, go to bars, pubs and clubs. Their own pleasure is very important to them.

• Young employees to the age of 32 who have just completed their studies and started their career path. When they need information they first look to the inter-net; they are the internet generation. At home they watch televison. Education and personal development are not very important to them. They do not believe that money can buy happiness. They like to socialize with friends.

All three target sub-groups share the internet as an indispensable companion in life. They are very active Facebook users – there are 537,720 users in the age group 13-32 (source: Facebook Analytics, 2012). In accordance with the Statistic Office there are 496,469 youngsters of this age in Slovenia, so we can assume that many of them are younger than 13 years (Facebook doesn't monitor younger than 13 y.o.). They also share a passion for listening to music, for which they spend (on average) more than 71 minutes per day (source: Research of Internet in Slovenia, 2011). So we used these insights to create the campaign “Rhyme with Zlatko”, which is based on social media. We invited the target group to co-create a poem on a theme, which is also a slogan of the brand Ruler of the world – more from life. We gave them the opportunity to express their feelings, their views on life and to say loudly what they cherish the most in life.

Goals and objectives Our main purpose was to build brand recognition and likeability through an inno-vative concept and with the efficient use of marketing budgets. Through brand building we wanted to increase the chances of retention and acquisition of new customers in the long term. The objectives were set through three key goals.

• With an innovative concept involve young people and through that bring them closer to the brand »Ruler of the world«. - 1: Ensure that at least 2,000 young people participate in the Facebook appli-cation »Rhyme with Zlatko« (the goal was ranked as the excess of collabo-rations in the past Facebook applications of the brand »King of the world«).

- 2: Ensure that the created song will reach 10,000 views in the first month (the goal was set according to the average YouTube views in other Slovenian marketing campaigns in the youth segment).

641PRSS, Public Relations Society of Slovenia and IABC Slovenia Chapter | Slovenian Public Relations Theory and Practice II | Award-Winning Case Studies of the Communication Skills and Tools

• Enhancing the recognition and perception of Nova KBM and of the brand »Ruler of the world« in the target group 15–32 years old (younger than 15 y.o. are not allowed to be included in the survey). - 3: To raise brand recognition of Nova KBM among the target group by 3% - from 91.6% in February 2012 to 94.3% by June 2012 (the goal was set as the excess of gowth in the same period in 2011 – increase by 2.9%).

- 4: Improve the perception of Nova KBM as a bank for the young by 12% - from 25.9% in February 2012 to 29% by June 2012 (the goal was set as the excess of growth in the same period in 2011 – an increase of 11.7%).

- 5: Achieve a positive trend in all key elements of the youth's perception of the brand King of the world (the brand is trendy (3.9), cool (3.57), fun (3.56), speaks in an innovative way (3.67), teaches that goals can be achieved with the right bank (3.43), it is adapted to young people (4.18) (Source: Interstat, February 2012, N=138).

• Efficient use of a reduced marketing budget. - 6: A reduction in the average media input for signing one bank package for the youth of Nova KBM by 20% taking into consideration the average input in the same period the year before (March to June 2011).

- 7: With aninnovative story achieve 10 free relevant media releases and thus increase the value of media presence (the goal was set according to the his-torical media releases of the brand »King of the world«).

Solution overviewThe brand slogan “Ruler of the world”: More from life predicts that the “Ruler of the world” offers something more – not only in terms of good banking services. The brand is there for young people when they “conquer the world”, the brand is willing to listen to them and enable new, modern and relevant experiences outside the banking world. In this particular campaign the message “More from life” was placed in the centre of a communication. Our aim was to communicate through emotions with the target group and to represent the brand as a positive and fun friend, who helps on the way to a better future.

Young people spend most of their free time in the company of music. Music helps to formulate their identity, educates and affects their adulthood. It connects young people, socializes and is often a topic of conversation. Dances and parties repre-sent relaxation and music is an escape from everyday worries. It has particular strength – it wakes up the emotions and helps to understand them. Music is also an important source for role models and idols.

Our aim was to open a field in which youngsters could freely express their emo-tions and views on life. We wanted to encourage a constructive, relevant and fun dialogue between the brand and the youngsters. Due to several factors we chose rap music. Because it is based on a long rhymed text, it provides broad expressive possibilities. It is also one of the most popular genres among young people in Slovenia. Furthermore, in Slovenia we have quality artists who are very popular among young people and have a broad base of listeners. In line with these facts we invited rapper Zlatko to participate. Zlatko has the “power” to inspire young people with positive texts and he also has the most numerous fan base on Face-book, which is a powerful communication channel.

PRSS, Public Relations Society of Slovenia and IABC Slovenia Chapter | Slovenian Public Relations Theory and Practice II | Award-Winning Case Studies of the Communication Skills and Tools642

In the campaign, which took place on social media, we invited youngsters to co-create a rap song with Zlatko on the theme “More from Life” and thus leave a mark on popular culture which they are part of. In the Facebook application “Rhyme with Zlatko” we prepared the text of the refrain, which represented the thematic backbone of the song, and as background music, which inspired young people to write. Twice a week Zlatko published the starting rhyme and in each of eight rounds chose the best continued rhyme, which the author got a practical gift. The starting and winning rhymes were presented by Zlatko in short urban videos. A contest lasted for a month and in that time we generated a full text of a rap song (eight starting rhymes prepared by Zlatko + eight winning rhymes gene-rated by the youngsters). The created song expressed the views and feelings abo-ut life and also reflected the attitude towards the most important things in life for the youth. The brand name and slogan were interlaced in the positive message of the refrain – “if you want more from life, you should become a Ruler of the world”.

The communication strategy was set out in two stages. The intention in the first phase was to attract young people to participate in the application “Rhyme with Zlatko” – both as a collaborators and/or evaluators of the given rhymes. We com-municated through Facebook ads. For a wider reach we spent some of the budget on MTV sponsorship and on radio ads. With print ads we were present only in small number of magazines with good pricing conditions due to a long-term co-operation. Because of the limited budget we bet a lot on public relations – it was necessary to achieve media attention for free coverage of the action. The second phase, in which we represented the song, was carried out in two acts. We anno-unced the song and later the video release on different channels (YouTube - Zlatko and Nova KBM channel, Soundcloud, Ruler of the world, Nova KBM and Zlatko's Facebook page) as well as on relevant radio and TV stations. The launch was also accompanied with PR support. For more media triggers we invited engaged youngsters in recording studio to take a part in recording the song. And we also invited the winners of the contest to take the part in a music video.

Implementation and challengesThe budget for the preparation and implementation of the campaign was less than €70,000 without taxes – this was definitely one of the main challenges. The budget was definitely small, especially regarding the complexity of the analytics, technical implementation and media support. A wide range of activities was cove-red from the budget: the communication strategy with all the presented analytics, creative strategy, design and production of all creative materials, setting-up and managing the Facebook application, PR, media buying, project coordination, etc.

One of the challenges was also the width of the target group. Despite the fact that the three defined goal segments have very different ways of thinking, priorities, hobbies, interests etc. we had to take into consideration the optimization of the marketing budgets. In Slovenia, all three segments of the young only represent about 550,000 individuals, and that is why it is reasonable to build only one brand, despite the diversity. So we needed to propose a communication strategy which would address all three segments.

The generation of free media publicity also represented quite a challenge. Bank communication is not interesting for media editorial contents, as it was oriented too promotionally and thus they did not want to include it free of charge. Despite the

643PRSS, Public Relations Society of Slovenia and IABC Slovenia Chapter | Slovenian Public Relations Theory and Practice II | Award-Winning Case Studies of the Communication Skills and Tools

small media space in Slovenia, which includes about ten relevant on-line media, two national newspapers, and six lifestyle magazines, we set an optimistic goal to get at least ten publications. To achieve this, we communicated the brand “Ruler of the world” in the media through storytelling - we represented a co-creational song contest and the brand as a cool and relevant friend of youngsters who helps them express what they feel out loud, through Zlatko as the key endorser and through events such as recording the song and the production of the music video.

Measurement and evaluation of outcomesThe campaign was well accepted among the target group, media, music and communications’ industry. The enthusiasm was reflected by the thousands of positive comments in the social media. All the objectives were exceeded in a way that we didn`t even imagine.• With an innovative concept involve young people and through that bring them

closer to the brand »Ruler of the world«. - Result 1: 2,500 young people participated in the Facebook application »Rhyme with Zlatko« (the target was 2,000).

- Result 2: The song has become a summer hit. The goal of YouTube views (10,000) was exceeded in the first day (30,000). In the first three months the song was played 500,000 times (comparing per capita = 75 million plays in the US). The music video won 3rd place on the MTV rankings for the whole Adriatic region (Source: agency and relevant media data, June 2012)

• Enhancing the recognition and perception of Nova KBM and of the brand »Ruler of the world« in the target group 15–32 years old (younger than 15 y.o. are not allowed to be included in the survey). - Result 3: Recognition of Nova KBM among young consumers has increased by 4.7% (the target was 3%), from 91.6% in February 2012 to 95.9% in June 2012 (Source: Interstat, June 2012).

- Result 4: The perception of Nova KBM as a bank with a youth offer increased by 32.4% (the target was 12 %), from 25.9% in February 2012 to 34.3% in June 2012 (Source: Interstat, June 2012).

- Result 5: The perception of the brand has improved in all key elements: the brand is trendy (3.9–3.93), cool (3.57–3.88), fun (3.56–3.79), speaks in an innovative way (3.67–3.81), teaches that goals can be achieved with the right bank (3.43–3.7), it is adapted to young people (4.18–4.19) (Source: Interstat, June 2012).

• Efficient use of a reduced marketing budget. - Result 6: Compared to the activity in the same period the year before, the average media input for a signed bank package for the youth decreased by 24% (target 20%) (Source: Internal bank data, 2012).

- Result 7: With an innovative story we achieved over 50 free relevant, positive and neutral media releases (the goal was 10) (Source: Clipping, August 2012).

With the campaign we generated thousands of Facebook and YouTube impressi-ons, thousands of positive, deep and very personal comments. Youngsters embra-ced the song. Through the campaign we also generated an increase in Facebook fans of the brand “Ruler of the world” by 150%, which is an excellent base for future activities. But most important is that young people will sing “if you want more from life, become a Ruler of the world” for quite a while, which is a great starting point for future Nova KBM activity in the youth segment.

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