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CSR World LeadersVolume 3A selection of International CSR Excellence Award-winning papers, demonstrating corporate social responsibility programmes at their best.www.csrawards.co.uk

CSR BEST PRACTICEas demonstrated by companies that care

Supported by

papers, demonstrating corporate social responsibilityA selection of International CSR Excellence A

olum VVolume 3CSR W

papers, demonstrating corporate social responsibilityA selection of International CSR Excellence A

olume 3orld Le W World Leaders

papers, demonstrating corporate social responsibilityward-winningA selection of International CSR Excellence A

orld Leaders

.csrawwwww.csrawards.co.ukprogrammes at their best.papers, demonstrating corporate social responsibility

.csrawards.co.ukprogrammes at their best.papers, demonstrating corporate social responsibility

papers, demonstrating corporate social responsibility

Supported by

2The International CSR Excellence Awards Volume 3

CLYDE SHOPPING CENTREPage 3

Clyde Eco-Schools is an innovative project where theworkforce invite local schoolchildren for days full ofenvironmental activities. These visits give the childrenfirst-hand experience of the recycling facilities. They havealso created their own eco-trail which delivers realinteraction and engagement on many levels.

CWMBRAN SHOPPING CENTRE Page 6

Forming an Energy Management Forum Group, this 52-acre site has shown that reducing energy and carbonfootprint can be achieved. They have engaged with thecommunity to educate them on the ecological benefits oftheir action and what the community can do for itself.

DOGUS GROUP, TURKEYPage 9

Their focus is centred on the many youngsters who havelittle opportunity to fully enjoy their childhood in thecarefree way that their parents did. Dogus are creatingopportunities for them. Key to this is their Stay in TheGame project to provide social opportunities, learn thevalue of teamwork, get fitter and just have fun.

ENTERPRISE-FLEX-E-RENTPage 11

Instead of damaged vehicles automatically going tosalvage, the project aim was to "retain and revive" thesevehicles. They were stripped of all major componentsand parts, which were catalogued into an electroniclibrary accessible across all sites. This reduced the needto purchase parts to repair vehicles and reduced costs.

GEORGE@ASDAPage 13

George@Asda was the first supermarket clothing brandin the UK and their social responsibility extends to theemployees of foreign suppliers. They have a policy toimprove the lives of these workers with higher wages

and free education as priorities. George@Asda haslaunched the Sourced By George website whichhighlights how they work with foreign companies tomake a positive difference abroad.

GLOSSOP CARTONSPage 16

When Matthew Jordan, a 22-year-old with learningdifficulties and partial sight, posted a plea for a job on hisFacebook page, local company Glossop Cartonsstepped in. Matthew was taken onto the factory floorwhere he worked as a part-time labourer. His eagernessto learn has resulted in his being made full-time and he isproving a valuable asset to the company.

GONVARRI STEEL SERVICES, SPAIN,Page 19

People, Performance and Planet are the Gonvarripriorities. As road equipment is one of their businessareas, they thought it would be appropriate to do all theycan to improve road safety. They are doing this throughtraining, activities, seminars, conferences, recreationalactivities and raising awareness to good effect.

SHREE CEMENT, INDIA1

The company runs a Social Care program that bringshealth and welfare benefits to the disadvantaged.Programs are catered for the genuine needs of the ruralunderprivileged and are proving highly successful.

THE FRESH OLIVE COMPANYPage 24

The Fresh Olive Company inspiresparticipation across their employeebase through creative communications.They have generated a sense ofownership and enthusiasm to do morewith less. Since launch, 90% of by-products have been reprocessed,saving around £1,400 a month whencompared to previous waste disposal.

CSR World LeadersVolume 3

The International CSR Excellence Awardsare presented to companies that have

a heart: caring companies that use theirprivileged position to help their colleagues,communities, customers, the environment andthe less fortunate. This publication comprises winning papers fromthe International CSR Excellence Awards,providing excellent examples of best practice in

corporate social responsibility. The casehistories are supplied by winners who decidedto take their CSR commitment to the next level,by allowing us to publish their information sothat others can learn and follow the lead of ourCSR WORLD LEADERS.We thank them on behalf of all the othercompanies around the world who willbenefit from their generosity.


PROJECT AIMClyde Eco Schools is an innovative new project that sees theworkforce at Clyde Shopping Centre immersing themselves directlyinto the local community, inviting local schoolchildren in to theshopping centre for a host of environmental activities.

Starting with a series of engaging tours and workshops giving thechildren first-hand experience of the centre’s recycling facilities, andculminating in the schools actually creating and owning part of an EcoTrail within the centre grounds, the project delivers real interaction andengagement on many levels.

PROJECT ACHIEVEMENTSStill in its infancy the project has already seen some fantastic results.Seven schools have taken part with a further ten signed up and launchpress coverage to the value of £4,000 has been generated. Apartnership with Network Rail has achieved £3,000 in funding as wellas enhancing it by adding an certificated Rail Safety Awarenesstraining for participating schoolchildren.

And it doesn’t stop there. This is a project with real longevity andpotential for growth. The team at Clyde Shopping Centre are veryexcited about the future of Clyde Eco Schools and the significantsocial, economic and environmental benefits that will be able to beachieved.

WHAT DID THE PROJECT INVOLVE DOING?At the beginning of March 2015 Clyde Shopping Centre in Clydebanklaunched their Schools Eco project, an innovative new endeavour thatcements the centre’s ongoing commitment to both environmentalissues and their local community.

Working in partnership with local schools, Clyde’s Eco Projectprovides children with a fun, hands-on learning experience with

tangible results that will actually meansomething to young ones who mayotherwise struggle to understandenvironmental issues. The rollingprogram sees local schools come alongto the centre and experience first-handtheir recycling processes, taking themon a journey from start to finish.

Youngsters can see for themselves the segregation of a wide range ofwaste materials and how they are compacted and bailed on site, andthen what happens afterwards. They are also able to see the recyclingprocess of food waste and the value of the on-site compostingmachinery.

Participating schools are given the opportunity to assist in thedevelopment of the centre’s very own Eco Trail. This Eco Trail will runadjacent to the centre to encourage urban wildlife. Schools will begiven ownership of individual raised beds within the trail for growingflowers and vegetables, using compost that has been produced onsite from retailer’s food waste.

As the Eco Trail runs alongside the railway line, Clyde has establisheda community partnership with Network Rail. Not only are Network Railfinancially contributing to the project, they are also assisting withmaterials and making sure that the area is safe and secure. In addition,schoolchildren will also receive information and sessions on rail safetythrough a fun informative campaign, resulting in them receiving a RailSafety Awareness Certificate.

At the end of the season all participating schools will be invited to do apresentation on a sustainable Eco Project of their choice for theirschools, with the top Eco Project receiving funding and assistancetowards its development. In addition, all participating schools will

“The project also offers excellent socialbenefits to participating staff. A number ofcentre staff are directly involved indelivering the environmental sessions tothe schoolchildren. This departure enablesstaff development and a greatly enjoyableexperience. Staff have been greatly enjoyingthe interaction with the pupils and arelooking forward to delivering the eventsacross the spring and summer seasons”


CLYDE SHOPPING CENTRE

CLYDE ECO SCHOOLS


receive £200 towards their own environmentalactivities, and pupils will receive a Clyde EcoAmbassador Certificate.

WHO AND WHAT HAS BENEFITED?Community and socialTo date seven schools have taken part,involving 150 pupils, a highly successfuloutcome given how recently the project waslaunched. A further ten schools are scheduledto take part in the coming months.

The benefits to these schools and pupils arenumerous. As urban schools in an area with ahigh level of deprivation, access to safe andusable green space for interactiveenvironmental activities such as planting islimited.

Environmental issues come high up the agenda within education, andthe project directly links with many of the principles of the Curriculumfor Excellence, including encouragement of responsible citizens,effective contributors (through team work) and successful learners(through practical application of learning).

The Eco Project allows the schools to take the learning outside of theclassroom and transforms it into a ‘real life’ experience, addingsignificant value to the educational process. Longer term, educatingand raising awareness of the importance of sustainability andenvironmental issues within the next generation is of great benefit.

The project also offers excellent social benefits to participating staff. Anumber of centre staff are directly involved in delivering the sessions tothe schoolchildren. This departure enables staff development and agreatly enjoyable experience.

Staff have been greatly enjoying the interaction with the pupils and are

looking forward to delivering the events across the spring and summerseasons. This can be seen as another benefit in terms of ensuringhealth and wellbeing at work and staff motivation.

Economic and businessClyde Shopping Centre is located in the centre of Clydebank, a townin West Dunbartonshire, Scotland. With no traditional high street, theprivately owned shopping centre operates as the main town centre forthe area, providing convenience and comparison shopping as well asan important central focal point for the local community.

Clyde provides around 750,000 sq ft mall accommodation with morethan 120 tenants and an average weekly footfall of 140,000. Itoperates with a small management team of four and the marketingfunction is undertaken in-house. The centre’s tenant mix ispredominantly value-based, with retailers such as Primark, BHS,Dunnes Stores and Wilkinson. Located just eight miles away fromGlasgow, Clyde operates in a highly competitive market and struggles

“The Eco Project allows the schools to takelearning outside of the classroom andtransforms it into a ‘real life’ experience,adding significant value to the process.Longer term, educating and raisingawareness of the importance ofsustainability and environmental issueswithin the next generation is of great benefit”


Learning curve: the centre presses home the eco message to the next generation


to compete against the wealth and depth of retailers available both inthe city centre and in nearby, larger shopping centres such asBraehead and Silverburn.

The centre’s strategy is to capitalise on the sense of community withinthe local catchment, maximising opportunities for Clyde ShoppingCentre to integrate and encourage shoppers to stay loyal and shoplocal.

The business and economic benefits of community engagement canbe seen as threefold:! Local community support translates into increased footfall to the

sales, resulting in higher sales for centre tenants ! Media coverage achieved boosts the profile of the centre! Evidence of responsible business practice is of increasing

importance when attracting prospective new tenants to the centre.

Specifically relating to this project, to date the following business andeconomic benefits have been achieved:! £3,250 Funding received from Network Rail! £4,000 PR coverage to date. It is estimated that at least £10,000

PR coverage will be generated as a result of the project! £16,000 worth of mall media (advertising screen space) in the

centre has been dedicated to Network Rail free of charge to helppromote and reinforce specific rail safety campaign messages

! Footfall is up by1.9%.

WHAT ARE THE LONGER TERM BENEFITS?ManagementThe management team both at centre and ownership level are greatlycommitted to the success of the project, contributing financially andthrough time and expertise resources. To date £1,250 has beencontributed.

Monitoring and reporting of full transparent achievements and results isof vital importance. The Centre Management team will produce fullmonthly reports on the progress of the project to centre owners.

StaffEight centre staff are directly involved in the project, giving up theirtime to help deliver sessions, prepare and support the visits.

Network RailTo date Network Rail have committed £3,250 funding towards theproject, supplying fencing for the Eco Trail and branded merchandise.Management support has also been provided in delivering rail safetysessions and Rail Safety Awareness Certificates to participants.

Whitecrook Community GardenA partnership has been fostered with Whitecrook Community Garden,a volunteer run local community garden. Volunteers have given up theirtime to help schoolchildren with hands-on planting of flowers andvegetables within the Eco Trail.

ARE YOU PLANNING FURTHER DEVELOPMENTS?Clyde’s Schools Eco Project is only just in its infancy. Following ahighly successful launch, the team are extremely optimistic about itsfuture success. The project has struck a real resonance within thelocal community and has achieved excellent partnerships andengagement with local schools.

This year’s project will continue throughout the 2015 spring andsummer seasons, but the plan is for the activity to run on an annualbasis, with schools maintaining and enhancing their sections of theEco Trail, as well as involving new groups of students in theeducational experience sessions. At the moment the core focus is onschools within the Clydebank area, but this could be extended toinvolve schools within the wider catchment.

CAN OTHER ORGANISATIONS ADOPT YOURMETHODS?Clyde’s Schools Eco Project has a high potential for replication withinthe shopping centre industry. Shopping centres play an important pointat the heart of communities up and down the country. The majority, ifnot all, are running successful recycling schemes, so there should notbe any reason why they cannot follow Clyde’s suit and engage andinvolve their local communities and schools more. The managementteam at Clyde would be very happy to mentor and provide advice toany centres interested in adopting this approach. "



PROJECT AIMCwmbran Shopping’s passion to reduce their carbon footprint has andwill remain their key driver in achieving not only best practice, but alsoreducing the impact on the environment through sustainability.

Our aims in previous years have been focused on achieving that bestpractice. In the last year, new initiatives further demonstrate thecommitment and efforts devoted to sustainable best practice throughestablishing innovative solutions.

The 52 acre shopping site demands an approach at site level thatensures every conceivable avenue is meticulously explored and thatthis practice is the driving factor that ensures sustainable options areconsidered at every opportunity.

At Cwmbran Shopping, our efforts are not limited to just utilitiesmanagement, we are actively engaging with each stakeholder allowingus to establish both individual requirements, and added sustainableopportunities. This year our focus has been to reduce energy usagethroughout site, whilst not forgetting our basic principles.

Our key principles are as follows:! To further reduce energy consumption and carbon outputs through

an in-depth analytical approach! Sustainable procurement of materials and services benefiting the

centre and the wider community! To put reviewed waste management plans into practice and divert all

feasible waste from landfill ! To explore new opportunities and build initiatives through ingenuity

within each sector – travel, tourism, construction and wastemanagement

! To engage with the community through events, better understandour ecological surroundings and commit to supporting localconservation efforts by funding and assisting in deliveringenvironmental best practice.

PROJECT ACHIEVEMENTS ! Cwmbran Shopping Centre has this year formed an Energy

Management Forum Group of staff devoted to environmental andsustainable best practice. The group is a resource for the centrecatering not only for the requirements of the business, but also forincessantly reviewing procedures, usages and intendeddevelopments, ensuring that all measures taken are sustainable. Thegroup has now been widened to the surrounding ward councillorswho will heighten awareness in surrounding local communities

! Cwmbran Shopping is proud that the amount of waste segregatedand recycled on site has increased annually every year to achieve100% diversion from landfill

! We have developed and implemented our 2014/15 Green TravelPlan through measuring the impacts on the environment resultingfrom travelling to and from the centre and finding alternate solutionsfor commuters and visitors

! Cwmbran Shopping Centre has organised and hosted sustainability! The ongoing implementation of our Green Procurement Plan has

provided the centre with the opportunity to form a partnership with alocal organisations that rely on donations from our on-site reusescheme. This scheme ensures that any reusable safe products arestored for the collection of vetted organisations through the localcouncil. It not only benefits the community, but also ensures everyfeasible waste product is diverted from unnecessary disposal

! 2014-2015 has seen an impressive uplift in energy managementinitiatives across the centre. Identified improvements have beenthoroughly investigated, resulting in proposals for future projects in2015 included in the newly formatted Energy Management Plan.

WHAT DID THE PROJECT INVOLVE DOING?To summarise the successful environmental performance gains overthe past year, each improvement will be described by category.

Waste managementKey areas were highlighted subjective to an on-site review of the

“We have developed and implemented our2014/15 Green Travel Plan throughmeasuring the impacts on the environmentresulting from travelling to and from thecentre, and finding alternate solutions forboth commuters and visitors. The CwmbranShopping Centre has organised and hostedsustainability programmes”


CWMBRAN SHOPPING CENTRE (CBRE)

REDUCING ENERGY USAGE


waste operation at the beginning of 2014. Due to the nature of thesite, some elements of the centre provided issues more challengingthan that of other shopping centres.

Logistically, the centre requires a roadworthy site vehicle for thecollection of waste from the external service areas that run around thecircumference of the site. Unlike other centres that rely solely on forklift trucks,only five bins are collected at once, brought back to thecompactor and emptied.

Due to cost implications, the vehicle is the most efficient method oftransporting waste around the centre. The waste is then collected andbrought back to one central location for compacting, baling or storage.Until mid-2013, the centre has only provided the bins/facilities forgeneral waste, cardboard and food waste with the exception of glassrecycling facilities in public locations.

The remainder of the recycling figure has been that of the on-siterecovery through operatives segregating the waste. Through reviewingthis system, the following changes have now been implemented:! The construction of a recycling centre! The implementation of an additional bin for mixed dry recycling! The collection of additional waste streams that has ensured

compliance with the changes to waste legislation in 2015! The collection and recycling of paper, broachers, cans and plastic

milk containers that is baled! The collection and disposal of hazardous and electrical waste ! New clear signage and tenant awareness campaign.

The recycling centreA central area for the storage of recyclable materials was created. Thiseliminated the need to rely on external sources for the baling ofrecyclables and maximised the amount of recyclable materialssegregated and captured on site. As a result, five types of bale arenow produced on site including paper, cans, bottles, poly and coathangers. Brochures are palletised and glass is collected separately.

The yellow binPrior to improvements, the waste bins were categorised by colour –red for general waste, green for cardboard. The introduction of a

yellow bin would provide the facility for capturing a range of mixedrecyclables that were previously only collected from a select few unitsand taken to an external recycling facility through the local authority.

Signage and awareness“Cwmbran Shopping is committed to achieving 0% to landfill”. A newdesign for signage has been drafted to accompany the tenantawareness campaign. Tenant cooperation has proven to be one of themore difficult tasks. The new steps taken have involved rebranding thecentres image in regards to waste which will accompany the newbins. A back door leaflet has been produced.

Sustainable initiativesProcurement of materials discarded by others has benefited the centregreatly. A reuse scheme sees any unwanted office furniture, shop unitsor other safe reusable waste offered to charitable organisations whichmay benefit from the reuse of such items. Other resourceful initiativeshave seen the waste products of developments across the site beingused to back fill other areas under construction and the ongoingcomposting of all green waste (flower baskets, foliage etc.) by thelandscaping team that provides all of the composted soil necessary tosustain the centre’s flowerbeds. The introduction of new shopping malldual recyclable waste bins enables segregation at source.

Zero waste to landfillWe are proud to declare that 100% of the waste produced at thecentre is now diverted from landfill. All waste is now transported to awaste transfer site for processing, any residue waste is transferred toa new Energy Recovery Facility in Cardiff that produces 30MW ofelectricity to the grid, enough to power around 50,000 households.

Energy managementFurther reductions in energy consumptions throughout 2014-2015(April to March) have ensured that Cwmbran has retained our enviableprevious successes. With an 11.08% saving of electricity, 21.85% ofgas and 1.85% water, Cwmbran’s commitment to continualimprovement is apparent.

Previously, reductions in consumption were easier to achieve throughcontrolling existing timers. Larger scale projects are now required for

“We are proud to declare that 100% of thewaste produced at the centre is nowdiverted from landfill. All waste is nowtransported to a waste transfer site forprocessing, any residual waste istransferred to a new Energy RecoveryFacility that produces 30MW of electricity”



achieving further gains and this has been accomplished through an in-depth review of all feasible improvements to energy reduction. Thefollowing projects are under way:! Pendragon House Heater Renewal – replacement of existing

heaters for 550w energy saving units will achieve 27.5% saving onelectricity within this building alone

! Daily monitoring and weekly update of BMS and in-depth control ofenergy management on site

! General Rees car park – LED lighting conversion of 630 fittingswould contribute up to an 11% overall reduction across the centre.The current savings of CO! per year stand at an impressive 70.4tonnes and a further 125.2 tonnes will be saved per year on projectcompletion mid-March 2015. A saving of £9,538.80 per annum hasbeen achieved with a further saving of £12,128.40 being saved oncompletion. The cost of the project is £24,456.72 with a paybackperiod of 2.16 years

! Llewellyn car park – LED lighting conversion of the 723 fittings inthe car park provides a saving of 126.9 tonnes CO! per annum.The current cost per annum of the 978 x T8 lamps is £41,277.60per annum. With the conversion to T8 24w LED bulbs, a saving of£17,052 is achieved to bring the annual running cost down to£24,242.4. The investment for the project is £44,049.12 with apayback period of 1.81 years

! Tenant awareness has been a vital part of the overall energyreduction scheme in the centre. Through one-to-one communication,sustainability events and the reassurance of the centrescommitments, support and encouragement provides the necessarymotivation to relay the message to the occupants of the 170-plus

! Bus station – canopy lights were changed in September that hasnow shown a saving of 40% energy usage across the canopy. Wereplaced 55w fittings with 38w fittings, saving 250w of energy

! Llewellyn Road high level lampposts – replaced 150w light fittingswith 30w LED fittings, producing 80% saving from 2000w to 360w.

! Powys House service area – replaced 150w flood with 50w LED.

Prior to the installation of our Christmas lights in November all lamps,frames and decorations were assessed and investment was made topurchase new fittings that has now enabled us to be 100% LEDlighting. Going forward, when energy usage is evaluated for the sameperiod year on year we will identify substantial savings. "



PROJECT AIMNowadays, one of the biggest problems that families and adults mayface is how to raise their children in a proper way. Unfortunately, mostof the children do not have the chance to live the way their parentsdid – they either get stuck in their rooms or acquire bad habits.

This situation is the main reason why we want to undertake a socialresponsibility project for children. We want our children to be able tosee, feel and understand how we have lived without any bad habitsand still stayed happy. They should be given a chance to play outdoorsto enjoy the environment, enjoy sports to discover their body and makecontact with the other teens to develop better communication skillsand create a smooth transition into adulthood.

So, we started a campaign to renovate courts in an attempt to helpteens have a healthier life both in physically and mentally.

WHAT DID THE PROJECT INVOLVE DOING?! 13% of teenagers state that they did not have a field in their schools

and/or neighbourhoods to play basketball! 27% of teens who love to play basketball stated that if they were to

be given a lecture by a successful basketball player, they would bekeen to play themselves.

Every teen may not have the chance of playing on a basketball court inhis neighbourhood or school sports hall. So we started to renovate thecourts in the streets with the hope of reaching out to more children.Stay in the Game is a social responsibility project, initiated by theDarü!!afaka Do"u! Basketball team. The project emphasises onpursuing goals and staying away from bad habits and addictions –alcoholism, drug use and gambling, and antisocial behaviour byencouraging teens to play basketball or other sports fields.

Strategy and tacticsOne of our main concerns is to help children to earn the habit of doing

sports. We believe in the importance of this because we know that aslong as a child does a type of sports, he will live a more active life,become stronger, treat his body more respectfully and hopefully be anindependent individual with high self-esteem.

Basketball is a team game and by being a member of a team, he willimprove his skills and become aware of his responsibilities. He will beable to pursue his goals, both in school and in his future life.

We have begun renovating the courts just to pave the way for play andlead children to use their spare time in a good way. Our journey startsin Derbent, a neighbourhood of Istanbul in Turkey and continued byspreading to other neighbourhoods..

Teens are coached by successful sportsmen and our experiencedteam of professionals. They are encouraged to exercise, playbasketball and to be goal oriented. We draw attention to the positiveimpact of physical activity and team play.

WHO AND WHAT HAS BENEFITED?We have started organising court renovations. As from April, Stay inthe Game have repaired ramshackle basketball courts and brokenbaskets and built new courts. Ten of the schools have already beenrenovated and there will be another ten renovations in the secondphase. We have already indicated 6 of the courts for this next phase. The guidance, coming from social media accounts and the website,have been taken into account.

After the court renovations were completed, events and tournamentswere organised in order to vitalise the area and make basketball abigger part of daily life. On April 21 we launched the programme witha press conference in our sports hall before a basketball match.

On April 23 we organised four-day events in ten cities of Turkey. Weinstalled large basketball courts and game fields to the open spaces

“Children should be given a chance to playoutdoors to enjoy the environment, enjoysports to discover their body and makecontact with other teenagers to developbetter communication skills and create asmooth transition into adulthood”


DOGUS GROUP, TURKEY

STAY IN THE GAME


and organised activities, training exercises and assessments. The mostprosperous children were invited to the week long basketball camp inthe Darü!!afaka Do"u!�School of Basketball in Istanbul.

In the Back 2 School period, with the collaboration of IYLA(International Young Leaders Assembly) and the Ministry of Family andSocial Politics, we will visit 37 schools from different districts to tell ourproject in detail. IYLA will help us in terms of spreading the children’srights. They will present their Youth Participation for StrengtheningSocial Coherence and Human Rights program. Students and somefamous basketball players will gather and do some activities.

Outputs and outcomesStay in the Game was featured in nine episodes on NTV Spor, aTurkish sports channel. The program shows the major basketballtechniques, discusses the essentials of nutrition and health forathletes. Team director Ibrahim Kutluay and the instructors ofDarü!!afaka Do"u!�School Basketball host the program. Theprogram is constructed as lectures for audiences and as trainings forhis players.

A mobile game is designed for Stay in the Game. It’s about fightingbad habits and levels will increase as scoring points and it will continueon during the basketball season. Since the game is played interactivelywith the ‘invitation module’, players will help us to attract moreattention.

Stay in the Game TVC has been shown on local Turkish channels inNovember and December 2014. Manga, a popular band, recorded ajingle that was widely broadcasted on radios. The band alsocomposed a march about Darü!!afaka Do"u!�School, which theysang at the press conference.

Stay in the Game has a website and is supported by the Darü!!afakaDo"u!�School Facebook page, Twitter and Instagram account, andYouTube and Vimeo channels.

With these mediums, every child or any other audience will be able tolearn what we have done so far, get the news about the events, and

watch our event videos. If they know of any court that needsrenovating and think that they need our help, they can fill the requestbox and we will reply as soon as possible.

Stay in the Game booklets will be published and distributed with thepermission of the Ministry of National Education. We will continuedoing our roadshows through the summer.

WHAT DID IT COST?Stay in the Game was born in April 2014 and is an ongoing project.During the Back 2 School period, the cost of a school visit is 2,650Turkish pounds. The cost of renovating a court is 8K£. !

“Basketball is a team game and by being amember of a team, he will improve his skillsand become aware of his responsibilities. Hewill be able to pursue his goals, both in schooland in his future life. We are continuing to rollout the Stay in the Game incentive across thecountry to reach out to more youngsters”




PROJECT AIM We believe that we should be part of the community that we workin and as such, we should support that community and give back forits support to us as a business.

We believe it is about building relationships both locally andnationally that make it possible for our employees, theirfamilies and the local communities to benefit from the work ofthe charities that we as a business support, but more importantlythe charities and causes that our employees support locally .

We support both national and local efforts and charities,supporting our employees by providing time, sponsorship andcompanywide opportunities to help raise funds and contribute tothe causes that are important to them.

We ensure our employees are fully involved in ensuring there is abalance between large and small charities and local communityappeals. For example the accessible division invited specialeducational needs schools throughout the UK to enter a competition tomake their fantastic journey a reality, and to travel in style withfree use of the Dreambus for the duration.

More than a thousand pictures and painting were received for theFantastic Journey Art Competition as it was known. Entries were thenjudged regionally before the finalists’ entries were selected to bepainted onto the Dreambus.

PROJECT ACHIEVEMENTSAnd the winner is....It was a long time in the making but the Dreambusfinally began its fantastic journey, stoppingat each of the regional winners fora week before making an

extra-special trip to theoverall winner, FoxwoodSchool in Warrington.

Along the way, the Dreambus made guest appearances at charity andcommunity events, including Molly Olly’s fundraising charity ride inCoventry, the Shrewsbury Food Festival and the British MastersCycling in Milton Keynes.

As for the pupils of Foxwood School, they used the Dreambus toenjoy a number of outings in July. They kicked off with a visit to theSpaceport in Seacombe followed by a cruise along the River Mersey.

The Dreambus was next in action take Forms 2 and 3 pupils on a tripout to Delamare Forest. On a sunny day the children looked out forsquirrels, met a friendly Gruffalo and enjoyed a picnic before stoppingfor an ice cream on the way home.

Class 7 used the Dreambus to get up close with the animal atKnowsley Safari Park where playful lions leaned agains the bus. Thepupils rounded off the day by watching a sea lion show.

ENTERPRISE-FLEX-E-RENT/BURNT TREE VEHICLE RENTAL

CHARITABLE GIVING

Colourful: the Dreambus adorned with the winning paintings

Saddling up to help JackThe Wigan branch supportedthe charity Joining Jack byorganising a funding event – JJat the Gee Gees. Joining Jackis a charity set up by Jack’sfamily to raise money andawareness for DuchenneMuscular Dystrophy, whichaffects about 100 boys everyyear.


The final Dreambus excursion was to Liverpool to visit the Museum ofLiverpool followed by a cruise along the Mersey.

WHAT DID THE PROJECT INVOLVE DOING?MacMillan Cancer SupportWe continued our support for MacMillan and raised money via a tuckshop, cake, book and plant sale, plus raffles and donations. With thecompany matching any funds raised, we have sent a cheque for£4,773.98.

Blood Sweat and Beers Charity Rugby 7s TournamentBurnt Tree and TIP joined forces to compete. Kane Bowden, JamesHill, Ben Quayle and Mark Howell won their first game but failed toprogress any further. In total the event raised more than £30,000 fortwo children’s charities based in Manchester.

Getting on their bikes to help a hospiceThe Sheffield branch supported an bold team of fundraisers who tookon an impressive 405-mile journey from Sheffield to Paris and raisedmore than £30,000 for St Luke’s Hospice in the city (see above).

Branching out in AfricaThe Shrewsbury branch assisted the Shrewsbury and Mid-ShropshireRotary Club by loaning a van to collect unwanted bicycles. The bikes

will be refurbished before being shipped to Africa where children andyoung people will be able to use them to get to school or work. Morethan 150 bikes were collected in under two months.

Hell of a worthwhile eventMoney raised from last year’s Hellrunner event has gone towards a50-inch portable touch screen for the pupils at Springfield SpecialSchool.

Putting her best foot forwardIn May Julie Powell, rental co-ordinator at Heathrow airport, bravedpouring rain and freezing temperatures to walk 26 miles in aid ofBreast Cancer. She started at midnight and finished at 7.30 the nextmorning and raised an impressive £600.

Looking pretty in pinkLisa Reece donned her pink running gear and took part in a 5km raceto raise money and awareness for Cancer UK. Lisa raised more than£450 and combined with her teammates the total was nearly £2,000.

Messing about on the riverIt was all hands on deck when a charity raft race was held. Ourchosen charity was the Midland Air Ambulance and the team came avery creditable second. !


“We believe it is about building uprelationships locally and nationally thatmake it possible for our employees, theirfamilies and the local communities tobenefit from the work of the charities thatwe as a business support, but moreimportantly the charities and causes thatour employees support locally”


PROJECT AIMAs a responsible business Doing the Right Thing is at the forefront ofwhat we do and is a fundamental part of the George identity. ForGeorge this is about continually engaging our suppliers as truebusiness partners to foster stronger sustainable relationships for thefuture. Our sponsorship and investment through a socially responsibleapproach has delivered significant benefits to thousands of workersacross our supply chain through the implementation of industry leadingprogrammes under our Responsible Retail portfolio.

Without embarking on our ethical journey, it would have never beenpossible for us to communicate our work tocustomers through the Sourced by Georgewebsite. For us Sourced by George is aninvaluable communication tool underpinned bythe factual content of our Responsible RetailProgramme we feel worthy of an InternationalCSR award.

It would be a true accolade for the Sourced by George website to beawarded a coveted International CSR excellence award. Not only forour colleagues who worked to bring it to life, but in recognition of theworkers in the factories who have participated and benefited throughthe George Responsible Retail Programme along with our customerswho are now able to freely engage in our journey.

The public can gain access to a wealth of information and understandthe positive impacts we have made through our continued investmentinto social enhancement in the countries we work closely with.

WHAT DID THE PROJECT INVOLVE DOING?As part of the Asda supermarket chain operating in 592 multi-formatstores in the UK, George was established in 1990 as the firstsupermarket clothing brand in the UK. It has since then revolutionised

value fashion whilst staying true to a set of beliefs that recognise theimportance of value, quality and trust which are demonstrated by doingthe right thing day in and day out. Conscious that we have aresponsibility to make a real difference to improve working conditionsin factories from the countries we source from, we began our ethicaljourney back in 2005 through adopting a better together approachwith our supply partners, and sharing joint commitments to drive socialenhancement opportunities at a local level.

The primary non-negotiable for us was to help improve the lives ofworkers and their families, so it was paramount that our approach was

fit for purpose and would make a meaningfuldifference to workers within the George supplychain. It was key that we sought the thoughtsand feedback of the workers first hand to ensurea joined up approach. However, once we visitedworkers in their homes, we realised it needed tobe much more than that. We interviewed several

groups of 30 to40 workers to find out what improvements theywanted. The recurring themes at these sessions pointed to four areas:• An increase in pay.• Free education for children. • Safe working conditions.• Childcare.This helped form the George Responsible Retail programme as weknow it today.

As a business we recognise the increasing need to better connect andcommunicate with our customers to demonstrate even moretransparency in the George brand, further strengthening ourcommitment to be Britain’s most trusted retailer.

To support this and bring our agenda closer to the George customer,we took transparent sourcing to the next level by launching our

“Without embarking on our ethical journey,it would have never been possible for us tocommunicate our work to customersthrough the Sourced by George website. Forus Sourced by George is an invaluablecommunication tool underpinned by thefactual content of our Responsible RetailProgramme ”


GEORGE@ASDA

DOING THE RIGHT THING


interactive, industry leading consumer facing website Sourced byGeorge on the George.com website in 2014.

As we all know, consumers are increasingly more aware andinterested in where their clothing products come from, how, and inwhat working conditions they are made, withprice no longer being the primary factor in theirpurchasing decisions.

As a result keeping costs down is often wronglyassumed that constant value pricing is simply aresult of sourcing from cheaper countries.

In fact, from our supply chain through the shopfloor we focus on forward planning and supplierpartnerships through to using the most efficientproduction planning and manufacturingexcellence methods to support bulk productionremoving excess costs, better enabling us topass the savings on to our customers whilstensuring that our business practices remainboth ethical and sustainable.

Reducing costs is not achieved as a result ofone single action but instead demands a holisticapproach supported by a continuous review of all our businesspractices.

The wellbeing, treatment and social empowerment of the people whomake our clothes in all of our partner factories worldwide is veryimportant to us. Responsible Retail at George is about ourcommitment to looking after people through a number of specificallydesigned programmes which are brought to life for our customerthrough the Sourced by George platform. So as well as beingcommitted to offering unbeatable quality, style and value, ourcustomers can be confident we are doing the right thing as aresponsible retailer throughout our global supply chain.

The Sourced by George website gives our customers a sense of

connection and confidence in our products through the work we areengaged in and ultimately builds trust and helps them to shop atGeorge with an increased knowledge of our commitment to thecountries we source from through our Responsible Retail programme.Central to George’s philosophy as a responsible retailer is the

importance of doing business the right way –ensuring customers can buy our products safein the knowledge that they haven’t beenproduced in unacceptable conditions to thepeople who make them. Sourced by Georgehelps to communicate and show our customersthey can trust us to do the right thing so theycan shop with us with a clear conscience.

WHO AND WHAT HAS BENEFITED?Working with the Design and TechnologyAssociation, Sourced by George originatedfrom a concept to create an information tool forschool children to learn more about social andenvironmental aspects of global sourcing. Wealso recognised the need to better connect withall our customers, industry stakeholders andother interested parties to build trust which inturn supports our business beliefs and valuesunder the pillar Service to Our Customer.

The purpose of the website was to facilitate a professional, fit forpurpose, communication tool, with technology being the key enabler.We wanted the site to be fun to use whilst also being informative andeducational.

The primary objective was to create accessibility of information andcommunication for our customers and stakeholders on ourResponsible Retail programme. Our aim was to build trust with ourcustomers through transparency and providing information on whereour products are made.

By ensuring our content was diverse and appealing to all interestedparties, from school children, and the Asda mum through to NGOs

“The Sourced by George website gives ourcustomers a sense of connection andconfidence in our products through the workwe are engaged in and ultimately builds trustand helps them to shop at George with anincreased knowledge of our commitment tothe countries we source from through ourResponsible Retail programme”


Work ethic: responsible retailing


and the media, this platform introduces the user to some of the peoplewho make our products and demonstrates the work we are doing toenhance the lives and working conditions of the workers within theGeorge supply chain.

Why not take a look?The website features Our Global Sources interactive map that followsthe supply chain and sourcing routes of ten of our most popular schoolwear items. We have chosen to start the Sourced by Georgeinteractive map journey with our school wear supply chain to furtherengage schoochildren and their parents, with a longer term plan toadd further product categories. For each school wear item, there arefive steps in the supply chain through exploring the various sourcingcountries it provides details on how these products are made, wherethey are made along with who makes them and highlights the workwe are doing through specific engagement programmes that focus onenhancing the lives of the people who make our products.

Both in the UK and in other countries such as Bangladesh and SriLanka, we carefully monitor ethical standards through working closelywith our suppliers supported by a robust and comprehensive auditprogramme including the health and safety standards in our factories.

The George Responsible Souring team has been working withprogrammes and third party partnerships on a number of initiativesfocused on improving workers’ rights, promoting femaleempowerment, delivering health, safety and education programmes,improved crèche and childcare facilities and access to education forthe children within the local communities.

Financial inclusion training and environmental benefits are just some ofthe areas we are focused on to support the people within the Georgesupply chain, and at the same time all of this works alongside ourtrading teams to deliver great products for our customers.

Like most UK clothing retailers, a considerable amount of our clothingranges are produced in Bangladesh, along with other developingcountries where we feel we have a responsibility to put back into thelocal communities that we work with.

We collaborated with the Design and Technology Association whoalso supported us with the development of an education pack forteachers we call the Friendly Fashion Project, which consists of eightactivities linked to a wide range of National Curriculum and GCSEsubjects. The activities can help pupils see the relevance andimportance of their work in class for their future employment and life in

the community. Pupils can use the Sourced by George website as astarting point for investigating the fashion world before creating theirown fashion enterprise.

The activities encourage pupils to use the information on the Sourcedby George website as a starting point for further investigations intoglobal supply chains and sourcing; use their research findings toextend their understanding of sourcing responsibly; apply newfoundknowledge in individual and team project work; and recognise therelevance of individual subjects for their future life and work.

To further underpin our commitment to trust, transparency with ourcustomers and consumer confidence, through our Doing the RightThing approach, we have taken the step to publish a list of factoriesthat manufacture products for George.

We believe we are the first UK apparel retailer to publically publish ourfactory list which can be viewed through the Sourced by Georgewebsite, demonstrating our pride in the working relationships we havebuilt with suppliers and factories throughout our global supply chain.

To further support the launch of Sourced by George we used thebelow publications and methods to drive awareness of the websitewith a combined circulation of more than four million copies:• Asda Back to School Magalog May 2014 • Asda Magazine August 2014 • Supplier Induction at the George Supplier conference October 2014 • Doing the Right Thing Report 2014.!



PROJECT AIMDerbyshire-based Glossop Cartons is one of the UK’s leadingmanufacturers of carton board packaging products. Thanks to thecompany’s commitment to innovation in using the latest technology,investment in people and ability to offer a high quality service to itscustomers, Glossop Cartons has grown from a humble start-up to athriving industry leader. In particular, in the last two years the companyhas dramatically increased turnover thanks to an approach that hasseen it invest heavily in its staff training, development and itsmachinery.

Glossop Cartons has grown significantly over the years and nowemploys more than 55 staff at its Padfield-based headquarters.Renowned as being one of the area’s best employers and known forits supportive, caring environment where each employee is valued andplays a positive role in the company, the company boasts an excellentstaff retention level and regularly receives job applications fromcandidates from all over the north-west.

As a company working predominantly with carton board materials,Glossop Cartons is committed to ensuring that it operates in aresponsible and sustainable manner to help protect the environment,and is actively involved in manufacturing products that are recyclableand bio-degradable.

The company also uses its position as a major employer to supportmany local projects, charitable causes and initiatives wherever possibleand strives to make a difference to the lives of others wherever it canby offering financial support and practical help where it’s needed.

WHAT DID THE PROJECT INVOLVE DOING?Glossop Cartons’ commitment to supporting its local community hasbeen demonstrated in a number of ways over the past few years andis an excellent example of how SMEs can reach out to local people

and really make a positive difference to their lives. Glossop Cartonshas become known locally as the ‘company with a heart’ following theemployment of a young man called Matthew Jordan, who is partiallysighted with learning difficulties and a speech impediment.

Matthew’s disabilities often held him back in life and he had struggledto secure a job since leaving school six years ago. Earlier last year,Matthew took a brave approach and posted a message on a localfacebook community group to raise his profile in a bid to secure apermanent position at a local company. He posted:

“PLEASE PLEASE PLEASE can anyone offer me a job I am 22 yearsold I am a student at Stockport college doing gaining independence. Iwork voluntary 1 day a week at Stepping Hill hospital on theadmissions ward making drinks for the patients. I have mild learningdifficulties and I stammer but I am friendly and sociable I will try veryhard. I just need a chance I have done lots of different volunteeringwork in cafes dog grooming parlour and a kitchen washing up I cantravel independently I live in Charlesworth”

On reading Matthew’s story, Glossop Cartons’ sales director Jacky


GLOSSOP CARTONS

A COMPANY THAT CARES

“The company also uses its position as amajor employer to support many localprojects, charitable causes and initiativeswherever possible and strives to make adifference to the lives of others wherever itcan by offering financial support andpractical help where it’s needed”

The full package: Matthew has made a big impression


Sidebottom-Every arranged an informal chat to find out what Matthewwas looking for and to see what they could potentially offer him. Uponmeeting Matthew, it was clear to the team that his hardworking,positive outlook and determination to succeed combined with his novelapproach to put himself out there on social media, would make him anasset to any company offering employment.

Known as the Packaging Superheroes thanks to the company’sinnovative approach, ability to turn projects around quickly, effectivelyand with the highest attention to detail, quality and service, GlossopCartons immediately recognized that Matthew encompassed the very‘Superhero’ qualities that they look to inspire throughout the team andthat indeed, Matthew was a Superhero with a difference with a hugeamount of potential and eagerness to learn and grow within thecompany.

Despite being understandably nervous, Matthew joined the team inMarch 2014, working closely with eight colleagues on the factory floorof the company’s Padfield headquarters as a general labourer. Hishard work, reliability and ability to get the job done has seen GlossopCartons extend what was initially a part-time position to a full-timepermanent position working at one of the UK’s most excitingmanufacturers.

WHO AND WHAT HAS BENEFITED?This commitment to supporting those within the community who needan extra helping hand is testament to the ethos of Glossop Cartonsand demonstrates that the company is very much open to givingpeople a chance when others have failed to see their potential.

By employing Matthew, Glossop Cartons demonstrated that there arecompanies willing to stick their neck out to help others and the wholecompany has benefitted from Matthew’s appointment thanks to hispositive attitude and eagerness to get stuck into any task given to him.

The company hopes to set a positive example to its packaging industrypeers and the local community whilst demonstrating that everyonedeserves the opportunity to be the best that they can be and thatdisability is by no means a barrier.

Environment Glossop Cartons is fully aware of the impact that printing andassociated industries have upon the environment and encourages allemployees to follow hands-on management to ensure minimalenvironmental impact whilst maximising recycling through wastemanagement.

The company understands that everyone has a part to play in reducingwaste and promoting the use of recycling materials at every availableopportunity and they work with its suppliers and employees to ensurethat it operates in a responsible and sustainable manner.

With carton board as its main product material, Glossop Cartons onlysources from mills which adopt a 3:1 replanting programme and arefarmed from accredited, managed, sustainable forests. They activelyuse environmentally friendly water-based coatings for skin and blisterboards and advise and encourage customers to consider the utilisationof recycled and environmentally friendly materials and processeswherever possible.

Glossop Cartons’ environmental policy includes environmental trainingfor employees to ensure they are fully aware of our environmentalobjectives and targets and it aims, as far as is reasonably practical, toreduce the overall reduction of waste going into landfill.

By promoting the recycling of internal waste materials, purchasingpaper and materials from mills that uses wood pulp from a renewablesource, using only registered waste specialists to collect and processall hazardous waste and removing all effluent from water beforedischarge, the company’s practices and procedures are constantly re-evaluated in order to maintain full compliance with the law and printingindustry standards.

Charitable causesThe company has supported good causes in and around the HighPeak and beyond including offering financial support to local juniorfootball teams and donations to local charities such as High PeakWomen's Aid. For more than a decade, Glossop Cartons has been aproud sponsor of The National Arab Horse Show, presenting garlands

“By employing Matthew, Glossop Cartonsdemonstrated that there are companieswilling to stick their neck out to help othersand the whole company has benefited fromMatthew’s appointment, thanks to hispositive attitude and an eagerness to getstuck into any task given to him”



to the Junior Winners each year. Without this support, these youngenthusiasts wouldn’t be able to compete at this level and fulfil theiraims to be the best sports people that they can be. Glossop Cartonshas also donated a bespoke story chair to the village school. Made bylocal company Crofter Construction, the wooden chair was donatedas part of an ongoing commitment by Glossop Cartons to supportPadfield Community Primary School each year. It is hoped that thechair will form an integral part of the children’s educationaldevelopment by inspiring their love of reading and storytelling for yearsto come.

On a wider level, the company donates to many national charitiesincluding the British Heart Foundation, Queen Elizabeth HospitalBirmingham, The Institute of Cancer Research, Helen RollasonCancer Charity, St John’s School for the Deaf, The Institute of CancerResearch and Myeloma UK. Glossop Cartons is a company thatstrives to use its success to positively benefit the wider community andoffer learning and employment opportunities for local people.

The company cares about the environment and demonstrates a soundsense of responsibility by promoting the benefits of recycling andwaste management to its employees, clients and industry peers.

The business has impacted positively on local people, causes andcharities by contributing financially and practically to a variety ofgroups, societies and charities.

In short, Glossop Cartons is a company with a heart and it hopes thatother businesses will be inspired by its actions and look to drivepositive change within their organisations. !


“The business has impacted positively onlocal people, causes and charities bycontributing financially and practically to avariety of groups, societies and charities.In short, Glossop Cartons is a company witha heart and it hopes that other businesseswill be inspired by its actions”


PROJECT AIMThe Emotional Driving Project is inspired by Gonvarri Steel Services’concern for the community and the environment we operate in andbecause it is focused on our people and their road safety

The campaign includes rational, emotional and experientialcomponents to ensure its effectiveness and permanence in the targetaudience to which it is addressed. To do this, we have designed a setof actions and campaigns consisting of training activities, seminars,conferences, recreational experiences, contests, and notices.

PROJECT ACHIEVEMENTSThese activities are being planned in different countries and culturalenvironments throughout 2015 and are linked to our Social Action sothat the ultimate goal of the project is solidarity. At the same time, theEmotional Driving Project has far exceeded initial expectations and hasmade a success of participation and user feedback.

WHAT DID THE PROJECT INVOLVE DOING?The Emotional Driving Project was set up to combat the fact that onein three fatal accidents occur because of traffic incidents. Most ofthese accidents – 60% – occur during the commute to and fromwork.

According to the General Direction of Traffic (the Spanish Road Safety Authority), on each working day 191 road accidents occur and resultin work absence through illness or injury.

Given these appalling figures, it is hard to understand the lack ofinvolvement of businesses in road safety, as they appear to be justaccepting loss of personnel resulting in reduced profits.

At the same time, companies do not take into account the linkbetween companies in their environment and not assume their role as

a possible agent in reducing traffic accidents as a wider matter ofcorporate responsibility.

Gonvarri Steel Services believes that road safety should be one of itsconcerns as a company and must act to mitigate the effect of thesefigures. We decided to align Road Safety with our strategic objectivesand adopted a multi-dimensional approach that able to take root at alllevels of the company. The main points were:! Road safety is crucial for our company because we believe it is

unacceptable to have any loss of life in traffic ! Health and safety policy has been showing our commitment to

People and we think road safety is a further dimension of this policy! Road safety is also part of our business model and this project can

add value and improve our performance.

WHO AND WHAT HAS BENEFITED?Our concern began with our own products for road equipment,characterised by their high level of appropriate security validated inaccordance with regulations in force, the effectiveness of theirbehaviour, continuous innovation and the careful quality and durabilitythereof.

After years of continuous and intense R & D and active participation invarious committees and national and international certifications, weoffered full guarantees on the behaviour, manufacture and installationof our Restraint Systems Vehicle and our Devices for NoiseReduction.

This activity has been complemented by the Emotional Driving Project,which was launched last December in our plant in Madrid. TheEmotional Driving Challenge is a collaborative project focused onexperiences, emotions and training that we have proposed ourworkers to encourage safer driving and raise awareness about thebenefits of this type of driving. We seek the positive emotional and

“The campaign includes rational, emotionaland experiential components to ensure itseffectiveness and permanence in the targetaudience to which it is addressed. To dothis, we have designed a set of actions andcampaigns consisting of training activities”


GONVARRI STEEL SERVICES, SPAIN

EMOTIONAL DRIVING PROJECT


rational content and try to avoid the punitive and tragic component thattraditionally accompanies road safety campaigns.

We believe it is an innovative project that combines many facets of ourcompany – training, security concerns, and collaboration with NGOsspecializing in road safety. There is constant communication with ouremployees, and integration with our project to improve quality andvalue creation and alignment with our Social Action Plan.

The reception could not have been more satisfactory as all employeeswent through the training and enjoyed the day. Such was the receptionthat we decided to continue our commitment and launched the finalchallenge.

Over five weeks all event participants played a game where they couldwin prizes and accumulate points that would be exchanged for acollective solidarity donation from the company. They just had toanswer the following question: What messages motivate you to drivesafer? All posts were uploaded to a website to empower participantsto receive those messages precisely, either because they upload amessage or because they read a colleague’s message

Each response posted had to compete for the votes of the participantsand the weekly winners won leisure and learning experiences aboutthe importance of driving safely and responsibly. In addition, each pointaccumulated in the challenge was donated to the Asociación para elEstudio de la Lesión Medular Espinal, AESLEME, (Association for theStudy of Spinal Cord Injury), with which we have already beencollaborating as part of our corporate strategy Social Action.

AESLEME has extensive experience in the areas of prevention andaccident awareness, road safety training courses, psychological andlegal support to people with disabilities, as well as research anddissemination of studies road safety, so we found a more thanappropriate collaborative partner.

In the communication strategy, we decided that the best way tosucceed was to integrate the face-to-face experiences with the onlineones, the availability on any device, anywhere, with interactive bannersin internal communications, messages targeted for participants and

guerrilla marketing that will allow the participants to remember the keymessages of the project.

The first edition of the campaign was held at the offices of GonvarriSteel Services in Madrid, with a participation rate of over 90%, butthis edition only showed the beginning of something we want to bringmore and more places of business.

The plant in the town of Cancienes, Asturias, has already hosted thelaunch day and just started the challenge. And then Barcelona,Navarra, Germany, Colombia will host the project – a local impact in aglobal project, with the aim of showing people, our people, howimportant it is to prevent accidents.

As we believe that prevention also has a rational dimension, we haveincluded, thanks to the Fundación Mapfre, a Road Safety AwarenessCourse in our Corporate University, which is available from any device,anywhere.

At Gonvarri Steel Services we are showing that we are aware thatmobility for work is one of the main reasons for displacement and havedecided to try to focus on road safety to help save lives. No companycan forget that the massive use of the car for any displacement causesa significant number of negative effects, one of which, apart from theenvironmental, is the high rate of accidents, which means thatcommuting have become one of the main causes.

Search for the causes in the changes to the city model, withremoteness from centres of production and the economic activity ofthe population centres. The trends have resulted in the dependence onthe automobile and the lack of a collective public transport network.

To sufficiently meet the needs of displacement is a good start butGonvarri Steel Services is aware that we can do even more. Initiatives such as the Emotional Driving Challenge represent a long-term commitment: after years of trying to improve the equipment ofroads, we believe that it is time to invest on prevention and training inroad safety. What a better way to do so than trying to align thebusiness model with the concern for our employees and society. !


“We believe it is an innovative project thatcombines many facets of our company –training, security concerns, andcollaboration with NGOs specialising inroad safety. There is integration with ourproject to improve quality and creation andalignment with our Social Action Plan”


PROJECT AIMTotal prosperity management is the culture at Shree Cement and weare committed to responsible growth while ensuring happiness andprosperity of all our stakeholders. Since inception we have beenengaging with the local communities for their development andfulfillment. This endeavour of ours is not perceived as a compliance ormandatory responsibility but we enjoy doing every aspect of our socialactivities and have aptly named it as Samaj Sewa (Social Care).

The company’s employees contributes to the Social Care as part oftheir self-engagement. In line with our philosophy of letting noblethoughts come to us from all over the world, weencourage our stakeholders to provide us withthe ideas for the betterment of our socialactivities.

The Shree Rural Foundation Society is theorganisation's flagship wing, which takes care ofall social initiatives and programs. Manned byqualified professionals, it works towards upliftingthe underprivileged rural masses in aprofessional manner. The society lays down a systematic executionprocess towards meeting the needs of the communities in a holisticmanner.

Our social service activities have been crucial for improving the qualityof life of communities around our business. We have tailored our socialservice programs to cater the genuine needs of our communities. Oursocial programs for social development are under the following heads:! Health and family welfare programs! Primary education programs! Women empowerment programs! Agricultural development programs! Natural resource management! Infrastructure development projects

! Community development projects! Contribution in social religious and national programs.With an expenditure of $2.38 million during the year 2014-15, ourprograms have reached out to 40,363 individuals in 25 villages aroundour working locations.

WHAT DID THE PROJECT INVOLVE DOING?Shree Cement is an energy conscious and environment friendlysustainable business organisation. The present capacity of 17.5 milliontons per annum makes it the largest cement producer in northernIndia. The company began its operations with the first unit of 0.6

million ton established in 1985 at Bangur Nagar,near Ajmer, Rajasthan. The company has expandedsince then and has two cement plants lat BangurNagar, Beawar, seven cement plants at Bangur City,and four grinding units at Khushkhera, Suratgarh,and Jobner in Rajasthan and Laksar in Uttarakhand.

Shree Cement is self-reliant in meeting its powerrequirements. The total Thermal Power PlantsCapacity of the Company is 597 (including 81 MW

Green Power Capacity, which is the largest capacity of green powerin the entire world cement industry, except China. The powergenerated from these plants is primarily utilised for consumption in itsown cement plants as well as to sell to outside parties. The companyhas set up a 300MW power plant at Beawar, Rajasthan.

Our mission, strategy and operations are designed to ensuresustainable development with continual environmental improvementand people happiness. This has enabled Shree to achieve thedistinction of Best Sustainability Performance Award-2015, asconferred by the World CSR Congress.

We see our growth not merely in the financial numbers that wecontinue to notch but in the sense of having more and more people


“We are now looking to proactively reduceour general waste even further bycompleting a waste flow audit to identifyinnovation opportunities, particularlyaround packaging materials and therecovery/recycling of Personal ProtectiveEquipment (PPE)”

SHREE CEMENT, INDIA

SOCAL CARE PROGRAM

Health care: a local clinic


benefitting from engagement with us and in being able to providehappiness to a larger section of the society than before. With ourtalent at the centre and sustainability and innovation as their wings, weare well-placed to continue realising high growth in the coming years.The company is further expanding its capacity through installation ofone clinkerisation unit at Ras and Balodabazar at Raipur, Chhattisgarhand split grinding unit at the Aurangabad district in Bihar.

WHO AND WHAT HAS BENEFITED?Shree believes that for its operations and growth to be sustainable, ithas to be responsible. Its progress is underlined by strict adherence toenvironmentpreservation, socialupliftment andfinancial prudence.

Shree believes inmaking socialdevelopment as anintegral part of itsbusiness activities soas to bring about ameaningful change inthe lives of peopleassociated with it.Shree consider socialresponsibility as avoluntary act ratherthan an additionalactivity mandated bystatute. It hastherefore named it as Samaj Seva (Social Care).

Social Care activities are aimed at distributing our growth among allour stakeholders, especially the marginalised section. This is achievedthrough various initiatives aimed at providing sustainable livelihood topeople in the local community and improving their standards of living.Social Care is a voluntary activity and we encourage everyoneassociated with us to contribute to this in any form.

Shree aims to keep all its stakeholders happy and prosperous. Itsobjective is to work towards creating happy and harmoniousrelationship with the people and communities in the vicinity of itsoperation. The Social Care programs focuses on supporting needypeople of the society for their upliftment and thus include people andprograms which are not related to its operations.

The CSR activities identified for being taken up by Shree are:! Eradicating hunger, poverty and malnutrition, promoting preventive

health care and sanitation and making available safe drinking water! Promoting education, including special education and employment

enhancing vocationskills especially amongchildren, women,elderly, and thedifferently able andlivelihoodenhancement projects! Financial aid fortraining on ocationalcourses! Scholarships forbright/needy students,arranging study toursetc! Promoting computerliteracy in any manner! Promoting livelihoodenhancement activitiessuch as the provisionof equipment like

sewing machines to the needy.

The company’s board of directors has formed a Corporate Social andBusiness Responsibility (CSBR) Committee of the board whichoversees the Social Care activities of the company and theirimplementation. The committee suggests ways in which the amount onSocial Care activities can be incurred considering location needs, typeof activities, expected benefits and statutory requirements.

“The Shree Rural Foundation Society is theorganisation's flagship wing, which takescare of all social initiatives and programs.Manned by qualified professionals, it workstowards uplifting the underprivileged ruralmasses in a professional manner”


Charting success: how the program helps all sections of society


Identification of projects and modalities of projectexecutionEfforts are made to ensure the participation of all relevant stakeholdersin identifying social development interventions, which includesconsultation with the relevant stakeholders and understanding theirrequirements and needs. As far as possible efforts are made to co-ordinate with similar CSR activities that are taken up by thegovernment other agencies.

Company also seek partnerships and work in collaboration withlocal/state governments and their agencies, district authorities, villagepanchayats, NGOs and other like-minded agencies to widen its reachand leverage upon the collective expertise and experience of theseagencies.

Shree also consider projects outside its localperiphery in distant areas if the issues sought tobe addressed are considered to be worthy ofintervention. Such projects are undertaken bythe company or through an outside agency.Shree wants its people to be involved in CSRactivities and encourage them to spend timevolunteering on issues of their interest and in theprocess help other people. Key focus areas aretargeted and programmes are designed and developed as per theneeds of the communities, to ensure Sustainable Development. Theprogrammes are:! Organisational mechanism and responsibilitiesThe company has dedicated Social Care team comprising 12 full-timeemployees and 35 field staff located at all the operating locations forundertaking various initiatives related to Social Care. The companyworks in close collaboration with the internal group(s) of Shreeemployees and their families and utilises them for undertaking socialactivities.

Environment, Social and Governance Committee (ESGCommittee)The ESG Committee and the company’s senior management aregiving directions and exercise supervision for effective implementation

of the Social Care activities. In case of activities or projects that areoutside the local periphery of Shree’s operations, a proper monitoringmechanism is under place to ensure that the expenses are incurred bythe implementing agency as per the instructions and on the activitiesas specified by Shree and a periodical progress report is submitted tothe company.

The engagement with the community is undertaken through formal andinformal interactions to identify their key issues and concerns. Basedon the assessment the CSR programs are customised andimplemented while partnering with the government agencies, NGOs,and local Panchayats for implementation. Village developmentcommittees are formed to engage with the community; plan monitorand coordinate the CSR activities.

Budgets – CSR CorpusBased on its consultative process of needassessment as well as other suitable basis foridentifying social initiatives, necessary budgetallocation exercise are carried out before the start ofrelevant accounting year. The budget includesdetails of activity planned spending during the yearand any surplus remaining in the budget does notform part of business profits. The company has

adequate monitoring mechanism to ensure that contribution is utilisedin line with the instructions of the company, and a progress report issubmitted by the implementing agency to this effect.

Performance managementAppropriate performance targets with defined activities and itstimeframes are set in the beginning of the year. The actualperformance of all projects are assessed and monitored periodicallyagainst targets and budgets. The Social Care programsimplementation are reviewed from time to time by the ESG Committeeand wherever necessary, midcourse corrections are affected. "

“Shree believes in making socialdevelopment as an integral part of itsbusiness activities so as to bring about ameaningful change in the lives of peopleassociated with it. Shree consider socialresponsibility as a voluntary act rather thanadditional activity mandated by statute”


Eye care: a women’s clinic


PROJECT AIMBy inspiring participation across our employee base through creativecommunications, we have transformed any preconceptions thatsustainable behaviours are tedious and boring, collectively generatinga sense of ownership and enthusiasm to do more with less.

Since launch, 90% of by-products have been reprocessed for furtherpositive use, saving an average of £1,400 a month when compared toprevious general waste disposal. At the start of theprogramme, our aim was to demonstrate tangibleimprovement across our key impact area – waste.

As a recognised communications vehicle, we are nowusing the Ready, Steady, Green campaign to unite allmembers on the wider sustainability agenda, bringingabout positive behavioural change across other impactareas of our business, specifically water and energyusage.

PROJECT ACHIEVEMENTSThe Ready, Steady, Green campaign has not only inspired staff to ‘domore with less’ but has been used to promote collaboration withsupply chain partners to share best practice and align agendas insupport of a collective greening of the supply chain.

By nurturing relationships with our suppliers in Morocco we have beenable to secure wider footprint reduction by creating feasible routes forthe return and reuse of product packaging, while investing incommunity projects to enhance livelihoods and capacity for change.

Closer to home, staff engagement efforts have raised awareness ofunnecessary food waste, resulting in 1,800 tubs of surplus fit forconsumption olives that would have been disposed as food wastebeing recovered and donated to those in need in our local area,through our fostered partnership with the Best Before Project.

WHAT DID THE PROJECT INVOLVE DOING?As a responsible organisation we are committed to managing theenvironmental impacts of our business and we embarked on oursustainability journey back in 2012. In order to build an effectiverecycling programme, we completed an initial 360 degreebenchmarking study, providing a comprehensive understanding ofcurrent systems and processes for the identification of best practiceresource efficiency measures.

We introduced a uniform colour coded segregation systemfrom cradle to grave, alongside a tailored waste journeyblueprint to ensure the sustainable treatment of eachsegregated material. We understood that our people wouldmake or break our efforts, so to successfully deliver our ZeroWaste strategy, it was imperative to attain the buy-in andenthusiasm from our internal stakeholders, with everyoneowning a part to play.

We wanted to build a Green Identity that would resonatewith our people and so involved them within its creation;understanding their motivations and preferences to build an authentic,tailored campaign to guide and drive behavioural change.

Ready, Steady, Green InitiativeWhilst some organisations believe browbeating will deliver improvedperformance, we understand that making people feel bad about theiractions will likely lead to resistance rather than positive change.Instead, we wanted to make staff feel empowered to participate andcontribute to our sustainable journey by engaging senses and elicitingan emotional connection with sustainability.

The Ready, Steady, Green stakeholder engagement campaign wasborn to educate and inspire our employees to do more with lessthrough interactive workshops and creative visual communicationtools. To kickstart the campaign, we hosted an interactive roadshow,

“By nurturing relationships with oursuppliers in Morocco we have been able tosecure wider footprint reduction by creatingfeasible routes for the return and reuse ofproduct packaging, while investing incommunity projects to enhance livelihoodsand capacity for change”


THE FRESH OLIVE COMPANY

READY STEADY GREEN


including activities which embodied the recycling processes andcommunicated the need for everyone to become ‘environmentally fit’:! ‘Sports day’ themed games to capture the sense of racing to beat

landfill! Fitness bike racing to see who could burn the most calories and

generate the most electricity! Eco-themed guessing games with prizes and sweet treats! Quizzes and word searches ! Benchmark

employeesurvey andBright GreenIdeasuggestionsbox.

By incorporatinggames, colourfulappealingcommunicationsand groupworkshops, wehave madesustainabilityrelevant and fun,motivating staff tobe part of ourjourney. Monthlysustainability workshops encourage our employees to enhance theireco knowledge, whilst celebrating and rewarding recycling success toshare across the business to promote best practice.

Those making a notable contribution to the sustainability agenda arerecognised through our monthly peer-nominated Eco Angel award topositively reinforce behaviour and action. We maintain interest ininitiatives by running interactive seasonal campaigns, providing anopportunity to engage with staff in an informal atmosphere to maintainperformance momentum.

Our latest campaign Wrap up Recycling this Christmas (December

2014) included a festive themed roadshow event with staffencouraged to participate in a ‘pass the parcel’ recycling activity totest their understanding of our colour coded system.

Winning teams were awarded chocolate prizes from lucky dip boxesand some additional voucher prizes for those lucky dippers! In parallelwith our seasonal roadshows, we ask staff to complete a biannual ecosurvey so we may regularly measure attitudes and understanding. This

provides staff withan outlet wheretheir voice isheard andinnovative ideascan be expressed,empoweringresponsibilitieswithin their roleswhilst stimulatingevolution of thesustainabilityjourney.

Ready, Steady,Green successWhile we have anelected GreenTeam to reinforcethe recycling

message, by engaging and involving those at the ‘sharp’ end of thebusiness, we have embedded green behaviours as a central focus andresponsibility of every staff member, creating a sense of ownershipand momentum from the grass roots of the organisation.

From an initial 162 tonnes of general waste, our ten-stream sourcesegregation system has resulted in 90% of products beingreprocessed and reused, with the site achieving zero waste to landfillwithin one month of programme launch.

WHO AND WHAT HAS BENEFITED?Our Zero Waste strategy ensures all inedible food waste is sent to

“From an initial 162 tonnes of generalwaste, our ten-stream source segregationsystem has resulted in 90% of productsbeing reprocessed and reused, with the siteachieving zero waste to landfill within onemonth of programme launch”


Food for thought: Best Before donates to those in need in the local communities


anaerobic digestion, totalling 114 tonnes since November 2012 andsaving around 102 tonnes of carbon. Over this timeframe, we havereprocessed 20 tonnes of residue oil into biofuel, while plastic (59tonnes), glass (32 tonnes), card (82 tonnes), paper (9 tonnes) andcans (6 tonnes) are all recovered for the creation of second lifeproducts.

Even the limited fraction of general waste is processed via a materialsrecycling facility (MRF) to ensure any residue recyclate can berecovered before being sent to a waste-to-energy plant for the creationof renewable energy.

As a result of our defined segregation system, only 10% of waste hasbeen diverted through this outlet since initiation of the Ready, Steady,Green campaign.

Environmental performance and wider sustainability successes areshared with stakeholders via our monthly Fresh Olive Goes Greencommunications board, providing ongoing feedback in a fresh, visuallystimulating way, which facilitates targeted engagement wherenecessary.

Beyond the sustainable treatment, we have implemented sometechnologies to support absolute waste reduction through processoptimisation: ! Jar line ‘pigging system’ to clear any ‘end of run’ product from the

pipework, capturing material to be sent back through the system –2,500kg waste reduction

! Depositor catch trays to capture olive oil for rework – 1,500 litres ofolive oil saved.

Our latest eco survey results demonstrate the positive impact of theReady, Steady, Green campaign:! How much material do you feel goes to waste? 55% increase in

employees answering ‘not much at all’ (2012: 10% 2014: 65%)! How clear are communications on recycling? 27% increase in

employees answering ‘very clear’ (2012: 56% 2014: 83%)

! Are your colleagues committed to recycling? 10% increase inemployees answering ‘yes’ (2012: 90% 2014: 100%).

Going Beyond Zero Landfill with Ready, Steady, Green As an employee-centric company, our people are at the heart ofeverything we do, which as explored above, extends to our corporatesustainability programme. We believe our Ready, Steady, Greencampaign goes above and beyond standard sustainability practice bythe way in which we articulate our environmental priorities, enthusingparticipation and rewarding action.

Outside our direct environmental performance, we take ourresponsibility beyond factory gates through engagement with oursupply chain and local community groups.

At the heart of this external collaboration is our charity – The BelazuFoundation. We use this foundation to support our suppliercommunities in Morocco with practical projects such as thedevelopment of schools for local uneducated children and securingfresh water drinking supplies. Each year, a selection of our staff aretaken on a trip to the village to witness the work of the foundation andprovide awareness of where the company’s products are sourced.

Through The Belazu Foundation, we have also run a family fun day forthe Isis Academy which looks after children with complex educationalneeds. On the day, 30 members of staff helped manage all theactivities and involved themselves in the fun and games which wouldn’thave been possible if they hadn’t given up their personal time.

Closer to home, we ensure any food items still fit for consumption aredonated through our fostered partnership with the Best BeforeProject, who ensure that our donations are distributed to those in needin our local area. Over the last two years we have donated 1,800 tubsof olives, which have gone on to support the following key groups:Weldon Activity Group (Harrow), Red Cross London (Dalston), TheDellou Centre (Aldgate), Homeless Kitchen (Harlesden), PEEC(Tottenham).


“At the heart of this external collaborationis our charity – The Belazu Foundation. Weuse this foundation to support our suppliercommunities in Morocco with practicalprojects such as the development ofschools for local uneducated children andsecuring fresh water drinking supplies”


Our most recent donation of bread, rolls and flatbreads benefitedRegeneration RISE in Ealing who tackle isolation amongst the localelderly population through their community lunch and activity days.

ARE YOU PLANNING FURTHER DEVELOPMENTS?As with any communication, its success relies upon being pitched atthe right level for your given audience. This was one key challenge wefaced when creating the Ready, Steady, Green campaign. How couldwe build something that would mean something to all internalstakeholders and be relevant for everybody’s framework? How couldwe build an engagement campaign that would inspire all stakeholdersfrom factory floor staff to top level management?

To overcome this challenge we hosted interactive round table sessionsto engage with each key group to identify the most effective means tocommunicate and engage. Such activities enabled us to build a clearpicture of how they wanted to be involved within the environmentalinitiatives, what would motivate action and how best to deliver ourmessages.

Now in its third year, our onward challenge is to keep the Ready,Steady, Green campaign fresh, relevant and inspiring, whilst ensuringwe apply it effectively to communicate and engage on other relevantCSR topics without losing impetus.

As our business expands, concerted attention will be required toensure that all new faces joining the business understand and buy intoour environmental efforts while ensuring focus and momentum ismaintained to explore ongoing opportunities. In this vein, we are nowlooking to proactively reduce our general waste even further bycompleting a waste flow audit to identify innovation opportunities,particularly around packaging materials and the recovery/recycling ofPersonal Protective Equipment (PPE). !


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