baltic pr awards 2011: turn off indifference turn on responsibility

Download Baltic PR Awards 2011: Turn off Indifference Turn on Responsibility

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  • May 19, 2011 Riga

  • Andriaus Vaitkeviiaus/15min.lt nuotr.Unauthorized entry to network facilities8-10 lives lost annually due to low safety perceptionELTAJuliaus Kalinsko/15 minui nuotr.

  • Electricity theft: losses of 300k EUR annuallyEnough to light 40 schools for the whole yearRSTRST

  • Awareness of civil duties is low64.000 people were left without electricity for total of 125 daysRST

  • Operacija 2020: the strategy10-year-long educational programme aiming to promote responsible behaviour with electricitySet to outreach at least 60% of population through direct communication and media relations in 10 years with limited budgetEmploys easy to understand communication tools and peer-to-peer tonePartnership with local authorities to deliver the messageInvolvement of local communitiesSTRONG COMMITMENT OF THE COMPANY ITSELFThree stages of Year 1 of the programme

  • Operacija 2020: the tacticsComprehensive information resource on the Internet

  • Operacija 2020: the tacticsManual of responsible behaviour with electricity for distribution

  • Operacija 2020: the tacticsInformation visualizations for greater understanding and impact

  • Operacija 2020: the tacticsInformation visualizations for greater understanding and impact

  • Operacija 2020: the tacticsThe phone of trust to report theft and hazards: 8 5 255 2 555

  • Operacija 2020: the tacticsEngagement of call center 1802RST. Call center manager Lina

  • Operacija 2020: the tacticsPartnership with local authorities for message and information deliveryRST

  • Operacija 2020: the tacticsInvolvement of local communitiesRST

  • Operacija 2020: the tacticsExtensive media relations both national and regional

  • Results18 meetings with local media and communities were organized. RST started partnership with 99 local authorities.25.000 guides for safe and responsible electricity consumption were distributed in 274 communities.RST received 18 original projects, 6 of them were awarded.100 media entries.

    RST Awareness of the initiative in Eastern Lithuania reached 16% after 6 months of the educational campaign. Reporting on electricity theft increased by 80%. The monetary value recovered from reported electricity theft fully covered the expenses of the programme in 2010.

  • Results (II)April 28, 2011 LESTO was awarded by the Ministry of Social Security and Labour and the United Nations Development Programme in Lithuania as the best debut for Social Company of the Year for LESTO social initiatives Operation 2020, As Much as Needed, and Electro Magic. foto Kestucio Kurieniaus

  • Key learningsRSTCommitment of the company itself is crucial:people,incentives,time,existing infrastructureBuilding relationships with communities takes emotional intelligence.The tone of communication that broke the ice in this case was: peer-to-peer.

  • monologuedialogue

    *I am Aistis Zabarauskas, an account director of Lpublic relations consultancy