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  • Leroy Merlin wins the First Prize for Communication that does Good

     

    Leroy Merlin wins the First Prize for Communication that does Good

    27 November 2020

    Promoted by Oltrelamedia Group in collaboration with BeIntelligent, the digital magazine of EG Media, an innovative start-up for benefits with strong expertise in the enhancement of corporate social and environmental responsibility, since 2018 committed to promoting ‘Communication that does Good’

    Leroy Merlin wins the First Prize for Communication that does Bene, which was created with the intention of bringing to the attention of all stakeholders the role that the advertising industry and, more generally, the initiative of the private sector can play in the creation of a common good. Elena Grinta (EG Media SB Founder): “The idea was born to create something new that was perceived not so much for its novelty as for its impact, for its ability to make people think. The goal is to question certain negative preconceptions that one has towards the industry and within the Advertising industry. We are convinced that communication can be instrumental to the common good and positive transformation and we hope that this is only the beginning of a long series of activities that we will organize together with others – perhaps starting from the jurors and members who have participated in this first edition – because we believe in the central role that the advertising industry and the private sector can play in achieving ambitious goals such as those of the 2030 Agenda. “ To support the work of the jurors, a unique and absolute novelty: the automated system developed by EG Media SB, publisher ofBeIntelligent, together with the Politecnico di Milano and theConsortium for the C2T Technology Transfer, to verify the reliability of the communication initiated by the relative brands sustainability and corporate responsibility, which made it possible to support the reliability of the results, at least from the point of view of the solidity of the actions undertaken by the companies and communicated through the candidate campaigns. The tool had the dual purpose of resolving – if needed – any internal conflict within the jury, to support it in the decision of the winner, or to support a very clear choice also from a ‘scientific’ point of view, as it was for Lesson For Good, a project by Leroy Merlin which was awarded the Prize. Elena Grinta: “I am happy that there was unanimity and agreement on the first classified. This means that although other campaigns have garnered the favor of the jurors with respect to the execution both from the point of view of storytelling and from the aesthetic point of view, however all have focused attention on the role that the campaign has had in terms of social impact. . The absence of divergence of opinions helped in the finalization of the award, but the Analysis tool – developed withtechniques data mining and natural language processing – was useful to comfort the choice of the jurors. From the analysis of the articles that we have been able to collect from 2017 to date, Leroy Merlin’s ability to be recognized externally for the theme of ’emergesadequate housing’ – one of the main topics monitored by our innovative solution which is specialized in the People Planet and Policies framework – proving to be able to create a positive interaction between the CSR initiatives that the company has been implementing for years, the communication activities and the perception of journalists, associations, NGOs. What I have been able to see is that this campaign – compared to others registered for the Award – is not ainitiative standing alone, designed only for a particular event, but it is an initiative that has its own historicity. This shows that when the company engages in a lawsuit, what is important is that the commitment is protracted over time, and the results are monitored ”
    Leroy Merlin ESG reputation analysis
    Figura 1 Risultati dell’Analisi Di EG Media SB su Leroy Merlin – vincitore del Premio Comunicazione che fa Bene
    The Award Jury was a novelty in the panorama of advertising awards, having been selected to represent the various stakeholders at 360 °: from the private sector to the creative industry, from consumers to journalists, with a particular attention to the world of activism. A jury with a heterogeneous composition, not necessarily of ‘experts’, with the aim of giving space to different points of view, experiences and professionalism. The excellence of the profiles of the participants in this Jury does nothing but underline the importance of an initiative whose goal, it must be stressed, is to bring to the attention of all the crucial role of the advertising industry in facing the challenges of “Sustainable Development” (SDGs 2030), putting the spotlight on those projects that have chosen to use creative resources to improve the world we live in and help ensure a sustainable future for all. The following took part in the First Edition of the Communication that does Bene Award as Jurors: Andrea Di Stefano, Director of the monthly Valori.it, Andrea Farinet, President of the Fondazione Pubblicità Progresso, Patrizia Gilberti, Head of External Relations UPA, Luca Lorenzini, Co -founder & Executive Creative Director SMALL New York, Laura Pulcini, Vice-president ADOC – Ass. for the defense and consumer orientation, Celeste Righi Ricco, Co-Founder and Public Relations Manager at Change For Planet, Marina Spadafora, Sustainability consultant and National Coordinator by Fashion Revolution Italy. The award for “Communication that is Good” was awarded to the campaign that – more than the others – has proven to have a lasting and measurable impact over time and has been able to raise public awareness by generating a positive change in the habits of citizens and workers – showing adherence to the principles described in the Manifesto for Communication that does Bene promoted by BeIntelligent.

    Since you’re here… Our mission is to monitor Advertising to make certain that companies obey ethical standards of trustworthiness and transparency while communicating their commitment to addressing the great challenges of the New Millennium. From climate emergency to social inequality through all the issues included in the Sustainable Development Goals Agenda, we monitor the consistency of their statements, if they are ‘walking the talk’. With rising misinformation and commercial ownership, independent information is more and more rare. We think citizens deserve access to accurate analyses with integrity at their heart, so we can all make critical decisions about our lives, health and enviroment – based on fact, not fiction. Our editorial independence means our content agenda is set only to voice our opinions, supported by in-depth research, free from any political and commercial bias, never influenced by interested owners or shareholders (which we don’t have). It means we can stand up to mainstream and give a voice to those less heard. We hope this will motivate you to make a contribution in support of our open, independent journalism. Every reader contribution, however big or small, is so valuable. Support BeIntelligent from as little as €5 – and it only takes a minute. Thank you.

    Support BeIntellgent
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  • Leroy Merlin wins the First Prize for Communication that does Good

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  • Comments on: Leroy Merlin wins the First Prize for Communication that does Good

  • Comments on: Leroy Merlin wins the First Prize for Communication that does Good

  • Chiquita using Augmented reality to promote brands’ sustainability

     

    Chiquita using Augmented reality to promote brands’ sustainability

    12 June 2020
    In 2018 Chiquita Brands International partnered with Shazam (Apple), to promote the company’s sustainability efforts: by scanning the code on the blue Chiquita logo, customers were able to unlock 360° videos to follow the journey of their banana from Chiquita farms in Latin America to their kitchen tables.
    Chiquita’s Behind The Blue Sticker VR Project
    “At Chiquita we are keen to open up doors in our industry,” said Jamie Postell, Director of Sales North America for Chiquita. “We truly believe that leading the industry obliges us to invite consumers and retailers to better understand and see the actions we are taking to produce, ship and provide the best possible fruit.” In 2010, bananas were ranked third on the list of crops in the world after wheat and coffee, making them critical for economic and global food stability. Chiquita, Dole, and DelMonte, known as “the big three,” control 60 percent of the global banana trade. Since 1997 Chiquita has been repeatedly accused of mistreating the workers on its Central American plantations, polluting the environment, allowing cocaine to be brought to the United States on its ships, bribing foreign officials, evading foreign nations’ laws on land ownership, forcibly preventing its workers from unionizing. The company has always denied all the allegations, but in 2007 Chiquita Brands International pleaded guilty to making payments to a designated terrorist organization and agreed to pay $25 million fine. In 2020, Chiquita’s is still struggling with the adverse situation of the company’s dealings with terrorists. On April 2020 the nonprofit EarthRights International organisation joined other class actions filing  a lawsuit against Chiquita Brands International on behalf of more than 200 Colombians, who were supposedly tortured or had family members killed by paramilitaries. In February 2020 Chiquita  launched its new Sustainability Report, underlining the company’s long-term engagement to ensure sustainability. Chiquita’s report focuses on the company’s main vehicle for sustainability, its ‘Behind the Blue Sticker’ approach, which, embedded in all operations, also embraces partnerships with key organizations, like The Rainforest Alliance, whose certification of Chiquita’s farms started over 20 years ago, in 1994 On the 50° anniversary of  Earth Day the director of Water and Sanitation Health sued Rainforest Alliance as the “Rainforest Alliance certified” sticker allegedly  conveys a message of environmental and social responsibility, while – in the organisation opinion-  that message runs counter to the on-the-ground reality at the certified farms. It’s hard to see the truth behind all these litigations, certainly the reality behind a sticker, no matter if augmented or virtual, should stay true.

    National Geographic And Web Ar To Promote Nespresso Sustainability

     

    Nespresso partnered with photographer Rena Effendi from the National Geographic, who filmed and photographed farmers and their communities over several months. Entitled ‘Beyond the Bean’, this content was then brought to life in exhibitions across Europe and Australia, utilizing Zappar WebAR to let visitors access ‘real’ experience of what Nespresso has been doing with local farmers. Launched in 2003, the Nespresso AAA Sustainable Quality™ Program is a coffee sourcing program, designed and implemented specifically for Nespresso, in collaboration with the Rainforest Alliance In December of 2019, Reuters reported that armed police and labor inspectors raided two large coffee plantations in Brazil to free people working as slaves to grow coofee still certified slavery-free and “sold at a premium to major brands like Starbucks and Nespresso.” READ ALSO Espresso expressing CSR Child slavery has also been found at six Guatemalan farms that believed to supply Nespresso with coffee. Channel 4 Dispatches filmed children working eight hours a day, six days a week, making poverty wages. As soon as the revelations in Guatemala were made, Nespresso’s star George Clooney stated:  “Clearly this board and this company still have work to do. And that work will be done.” Again, while companies are dealing with the side-effect effect of their operations on the public opinion, everything should be done to ensure advertising or content partnership are not conceived as merely greenwashing. Photo credits: Maurizio Cattelan’s Comedian, @Perrotin Art Basel Miami Beach. Photo by Sarah Cascone.

    Since you’re here… Our mission is to monitor Advertising to make certain that companies obey ethical standards of trustworthiness and transparency while communicating their commitment to addressing the great challenges of the New Millennium. From climate emergency to social inequality through all the issues included in the Sustainable Development Goals Agenda, we monitor the consistency of their statements, if they are ‘walking the talk’. With rising misinformation and commercial ownership, independent information is more and more rare. We think citizens deserve access to accurate analyses with integrity at their heart, so we can all make critical decisions about our lives, health and enviroment – based on fact, not fiction. Our editorial independence means our content agenda is set only to voice our opinions, supported by in-depth research, free from any political and commercial bias, never influenced by interested owners or shareholders (which we don’t have). It means we can stand up to mainstream and give a voice to those less heard. We hope this will motivate you to make a contribution in support of our open, independent journalism. Every reader contribution, however big or small, is so valuable. Support BeIntelligent from as little as €5 – and it only takes a minute. Thank you.

    Support BeIntellgent

    Author: elena grinta

    I have been dealing with communication for 20 years, I have worked in marketing for large international and Italian companies and I know the mechanisms of advertising persuasion. I decided to invest my know-how and my skills to use the available resources of companies (budgets but also human capital) in positive transformation. Because to students from all over the world I teach at Purpose Brands in Catholic University I wish to give more and more examples of virtuous companies that have invested for the future, of everyone (and there are already many!). Because if we watch, without acting, without taking responsibility, we have no excuse.

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