Baltic PR Awards 2011: Turn off Indifference Turn on Responsibility

May 19, 2011 Riga

Andriaus Vaitkevičiaus/15min.lt nuotr.

Unauthorized entry to network facilities8-10 lives lost annually due to low safety perception

ELTA

Juliaus Kalinsko/„15 minučių“ nuotr.

Electricity theft: losses of 300k EUR annually

Enough to light 40 schools for the whole year

RST RST

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

RST

Operacija 2020: the strategy

10-year-long educational programme aiming to promote responsible behaviour with electricity

Set to outreach at least 60% of population through direct communication and media relations in 10 years with limited budget

Employs easy to understand communication tools and peer-to-peer tone

Partnership with local authorities to deliver the message

Involvement of local communities

STRONG COMMITMENT OF THE COMPANY ITSELF

Three stages of Year 1 of the programme

Operacija 2020: the tacticsComprehensive information resource on the Internet

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

Operacija 2020: the tacticsInformation visualizations for greater understanding and impact

Operacija 2020: the tacticsInformation visualizations for greater understanding and impact

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

Operacija 2020: the tacticsEngagement of call center 1802

RST. Call center manager Lina

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

RST

Operacija 2020: the tacticsInvolvement of local communities

RST

Operacija 2020: the tacticsExtensive media relations both national and regional

Results

18 meetings with local media and communities were organized. RST started partnership with 99 local authorities.

25.000 guides for safe and responsible electricity consumption were distributed in 274 communities.

RST received 18 original projects, 6 of them were awarded.

100 media entries.

RST

Awareness of the initiative in Eastern Lithuania reached 16% after 6 months of the educational campaign.

Reporting on electricity theft increased by 80%. The monetary value recovered from reported electricity theft fully covered the expenses of the programme in 2010.

Results (II)

April 28, 2011 LESTO was awarded by the Ministry of Social Security and Labour and the United Nations Development Programme in Lithuania as the best debut for Social Company of the Year – for LESTO social initiatives “Operation 2020”, “As Much as Needed”, and “Electro Magic”.

foto Kestucio Kurieniaus

Key learnings

RST

Commitment of the company itself is crucial:

people,

incentives,

time,

existing infrastructure

Building relationships with communities takes emotional intelligence.

The tone of communication that broke the ice in this case was: peer-to-peer.

monologue

dialogue