Scandinavian Tobacco SIA

1

Application to the contest

”Latvian Public Relations Annual Awards 2007”

Category: Internal communication

Project: EHS (Environment, Health, Safety) communication’2006

Submitter: Scandinavian Tobacco SIA (creative idea and execution by in-house

communication department)

Description of the campaign

Organization –Scandinavian Tobacco SIA (ST Latvia)

Situation and/or problems.

Environmental, health and safety (EHS) issues always have been on Scandinavian

Tobacco agenda. However, by introducing a new environmental policy the Scandinavian

Tobacco Group (ST Group) set a common approach to the management of EHS issues in all

Group companies, i.e. all Group companies have common EHS requirements and standards.

The overall aim of the EHS policy is to create and maintain better and safer working

conditions, continuously diminish environmental impact, help achieve more effective

working methods with a minimum of loss and waste, ensure that sub-suppliers working in the

companies accept and observe the Group’s environmental policy. To measure progress in

meeting the objectives in the EHS area, the companies are reviewed every second year (EHS

Audit). The first EHS audit in ST Latvia took place in 2004. The overall grading for ST

Latvia was 63% which meant that certain improvements in the site were needed. In order to

overcome the identified gaps and improve EHS management in the company, also to increase

its competitiveness within the ST Group in EHS area, ST Latvia developed the EHS action

plan with integrated communication programme. The overall goal of the communication

programme was:

1) increase ST Latvia employees’ awareness about EHS policy and ST Latvia efforts in

EHS area,

2) raise awareness and interest about the EHS Audit and its results among employees.

Research work done during the campaign, gathering of information needed:

To evaluate the level of knowledge and understanding of EHS process in the

company, an internal inquiry was carried out. The results showed that only those employees

who were directly involved in the EHS programme were aware of EHS policy and strategy.

This number accounted for apr. 10% from all company employees. The inquiry also showed

that after mentioning certain examples of EHS activities (aided awareness - e.g. asbestos roof

removal in the factory, first aid courses, reflectors campaign, etc) people recognised these

activities, but did not link them to the EHS programme. The objective was to eliminate this

gap and do it by continuous communication of ongoing EHS activities in the company (from

each department, each area) which meant regular gathering of updates and follow-ups from

all departments.

Strategy

The communication strategy was built on ongoing communication of actual events

and achievements in the EHS area in the company. Time and event wise the campaign

preliminary was divided in three parts – regular communication, pre-Audit communication

and after-Audit communication. Duration of the campaign – one year. The goal of the

campaign was to increase the internal awareness of the EHS programme and the upcoming

EHS Audit from 10% to at least 40% of total number of ST Latvia employees. The

campaign had a limited budget.

Evaluation criteria: Totalizator (number of participants)/ after- event questionnaires.

Scandinavian Tobacco SIA

2

Target audience – all employees of ST Latvia (administration, sales, factory, regional

warehouses).

Key message

1) ST Latvia is constantly improving its EHS environment to reach the goals set by ST EHS

policy and strategy.

Communication channels

– internal newsletter ST Ziņas, coming out every second month- regular updates on on

EHS activities, accomplished tasks, achieved results and next steps, interviews with

employees, results of inquiries.

– Internal newsletter ST VVD Ziņas (ST EHS News) – special edition about ST EHS

policy, EHS Audit, EHS Committee, etc. Another special edition after EHS Audit

(feedback and thanks to all employees)

– ST Group internal magazine (ST Latvia sharing experience within ST Group)

– E- mail (special e-mail address ehs@prince.lv for Totalizator/EHS news)

– Displays –EHS Messengers (full size cardboard modelled images of employees placed

all over the company and communicating different EHS messages)

– Totalizator ( a kind of sweepstake to anticipate EHS Audit 2006 results)

Communication ideas and methods

EHS is a serious topic and if communicated in the same way people might not find it

interesting (or rather vice versa- boring). Our aim was to make otherwise serious topic more

attractive and along the traditional communication means (like internal newsletters, notice

boards) use more innovative approach. To make the communication campaign more vivid,

the elements of fun and direct involvement of employees were used:

1)Our employees volunteered for display models featuring EHS messengers.

Altogether 12 full size cardboard modelled images of employees were placed all over the

company (office, factory, regional warehouses). Their task was to communicate different

EHS messages. The messages were changed after two – three weeks thus securing continuity

and maintaining constant attention (e.g. The first message introduced EHS messengers and

gave description of the EHS policy in the company and what it stands for. The next messages

informed about ST investment in EHS, naming particular areas; introduced EHS Audit and

results of previous audit in 2004; informed about Audit 2006, its results; thanked all ST

Latvia employees for their contribution in EHS programm and achievement of excellent

results).

2)To raise awareness of EHS Audit and its results internally, employees were invited

to participate in the Totalizator (a kind of sweepstake) to anticipate Audit 2006 results. To

remind and for better understanding, the results of the first audit by sections were presented.

Knowing our achievements in each area the participants could fill in the Totalizator forms

with their figures – either seriously weighted out or just simply guess. The winners were

those who wrote the figures corresponding to the actual results which were announced later.

Response from more than one third of company employees considering so far limited

response in similar inquiries was a very good achievement. In total there were 15 winners

who were awarded at the annual company winter party.

Results of the campaign and evaluation

Two years ago only a few in ST Latvia could answer what EHS stands for without

hesitation or long guesses. Today it is opposite : only a few might not have learnt the

meaning of abbreviation EHS or heard the outcome of EHS audit. ST Latvia showed

significant improvements in the EHS area and was evaluated by 78% in the second EHS

Audit (November 2007)( + 15 % vs 2004). The main objective – increase awareness about

EHS and the Audit results was fully reached. Informal inquiry afterwards showed that along

with nearly 40% of those who participated in the Totalizator, there were a significant number

of people who did not participate in this activity although they were well aware of the EHS

Audit, its results and ongoing EHS activities in the company.

Scandinavian Tobacco SIA

3

EHS Communication campaign materials

Nr.1 EHS messengers (displays featuring company employees; altogether 12)

Nr.2 Displays in real life (e.g. in office) Nr. 3 Thanks to our models (special pictures with artistic touch were

presented to all employees- models) Nr. 4 Article in the ST Group internal magazine (in English)- sharing ST

Latvia experience

Nr. 5 EHS Newsletter Nr.6 EHS Newsletter Special edition

Nr.6 EHS Totalizator form