Christmas 2009 Angels over Latvia

Ziedot.lv, LNT and Swedbank

© Swedbank

“Angels over Latvia”

Goals:• In cooperation with the charity portal ziedot.lv and LNT to collect money to support kids with

hardly illnesses;• To consolidate the society for good reasons – to help someone in much worse situation;• To promote social responsibility of Swedbank;Description:• The citizens are welcome to donate to improve the social status of specific families with

children with hard illnesses. State support in these cases is impossible; • End of the campaign – 20th December (different events during the day and a live-concert on

TV);• “Angel hours” at the Swedbank branches;• Project partners – Swedbank, Latvian Independent television (LNT), ziedot.lv (financed by• Swedbank).Donation channels:• “ziedot.lv”;• Swedbank branches, “donation phone”, “Rimi” supermarkets.

© Swedbank

External communication

Description:• The PR campaign is based on the stories of 4 families (different parts of Latvia and needs). On

the TV the stories are told by patrons – popular and respected persons, also Swedbank partners. Message: “Donate, put this angel in a window and become the Guardian angel of a child!

PR campaign plan:• 01.10.–22.11. An overview of the last year donation expenditure;• 23.11.-20.12. Donation appeal & closing event 20.12.;• 21.12.-10.01. Grateful thanks to the donors.

Communication channels:• TV – Latvijas Independent television (480x + reporting during news broadcasts);• Internet – ziedot.lv, swedbank.lv, draugiem.lv, lnt.lv;• Radio – Radio SWH, Skonto, Latvian Radio;• Press – all bigest magazines;• Swedbank branches – donation boxes, monitors, A3 posters, ATM screens;• Outdoor– posters in Rimi supermarkets.

© Swedbank

Internal communication

Goal:• Employees involvement in CSR projects;• Employees “belonging" to the project – “angel brotherhood”.

Communication channels :• Communication through branches managers, Private Banking managers, etc.• Last year volunteers;• Intra net;• Tava Banka;• Info posters;• Emails, e-cards.

Activities:• Belonging sign - pins to all Swedbank employees;• Branches decoration – “Angel brotherhood”, wings on every employees chair etc.• Agreed communication with clients;• Volunteer participation ar the project realization & “Angel hours” on 20th December.

© Swedbank

Branches decoration “Angel brotherhood”

Description:• Idea – to develop and prepare source materials for

united branch design, so that the employees in each branch can make the decorations and decorate the branch by themselves.

• The idea for the Swedbank branches design will be developed by the students of the Latvian Academy of Arts as a term paper in social design.

Time plan:• 27th December – an introductory lecture by Ivars

Svilāns and Ruta Dimanta (ziedot.lv) about philanthropy, CSR and Swedbank values for the students;

• 30.10 – Latvian Academy of Arts student master classes – project exhibition;

• 2.-6.11. – work evaluation, picking of the best ones (Swedbank employees involved);

• 9.-23. 11. – decoration of branches.

© Swedbank 6

© Swedbank

20th December – “Angel hours” at Swedbank branches

Description:• At the end of the campaign (Sunday) the Swedbank branches will be open as charity

embassys to raise money for charity purposes and the support of social services;

Activities• Cooperation between branches and local social services to gather information about the needs

of low-income persons;• People treated with tea and gingerbread;• Activity for the children – “creation of an angel brotherhood/family”

© Swedbank

Clients Christmas greetings

Description:• Christmas greeting – an appeal to get involved in Swedbank charity projects.

Communication channels :• E-magazine “My Bank”;• swedbank.lv;• E-letters;• E-greetings;• Client managers.

Activities:• Regional Client days - Swedbank choir, people treated with tea and gingerbread; • Gifts for VIP – Greeting cards – an emotional message + “angel wings”, gingerbread with

symbols of project, decoration “Angel family”, made by young people from care centre “Saule”.

• “Angel Hours” at Swedbank branches on 20th of December.