Australia\'s leading sustainability strategy group

1. Credentials 2009

2. Ogilvy Earth - services Consumer PR reaching out to green consumers Enviro management providing practical and technical services Government relations leveraging enviro public policy B2B PR delivering green supply chain messages and promoting clean tech Corporate comms evaluating and building sustainability reputation Investor relations positioning companies for green investment Employee comms empowering employees to act on sustainability Community relations engaging with local communities about sustainability issues

3. Some of our Ogilvy Earth clients

4. 2008 PRIA Golden Target Awards Environment Winner, Launching Cascade Green - 100% Carbon Offset Beer Social Responsibility Winner, Bluescope Steel's Tank a Day Challenge 2006 IABC Gold Quill Awards Award of Merit, Amcor’s Greenlight Program 2005 NSW Government Green Globe Awards Excellence in Education and Awareness, Amcor Greenlight Program, Amcor 2008 Asia Pacific PR Awards Crisis or Issues Campaign of the Year to Parker & Partners for the Rice Growers Association of Australia “Breaking the drought of support for Australian rice growers” campaign Recent Australian, Asian & International Awards

6. Earth -View software- ask for your free copy - evaluate your current positioning

7. Three Pillars of Sustainability survey- what are your employees really thinking? Electronic employee survey

9. What are employees saying? Which of the following do you believe could increase motivation around environmental initiatives?

10. Which communication tools would you find most useful in building awareness about sustainability features? Note: Respondents had the option to choose more than one option Face to face communication and awareness posters are the preferred tools for office as well as factory based employees

11. Importance of environmental sustainability Not at all Not very Neutral Somewhat Extremely important important important important Employees feel sustainability is currently more important at home than to the organisation Sustainability will however be more important to the organisation in the future

12. What shade of green? Employees feel they are more sustainable at home compared to the organisation

13. What initiatives you would be interested in having for your workplace?

14. Our work

15. National Rugby League head office carbon footprinting and energy audit OgilvyEarth supports Keep Australia Beautiful (KAB) and its national mission to encourage the community to protect and conserve the natural environment through individual actions. Challenge The National Rugby League is a promotional partner to KAB. With the partnership and engagement in Keep Australia Beautiful Week 2008, NRL wanted to ensure they had their own house in order to avoid claims of greenwash. Insight The NRL wished to explore ways to reduce their carbon footprint and be able to make verified and substantiated claims on their performance and improvements. Solution A carbon footprinting exercise and energy audit was conducted for NRL’s head office to determine its greenhouse gas emissions as well as improvement opportunities. Result The overall footprint was calculated to just over 3,800 tonnes of CO 2 -e. A wide range of technical as well as behavioural change opportunities to reduce and offset their environmental impacts were determined, allowing NRL to set up an action plan for the way towards a smaller footprint.

17. The Packaging Council of Australia, representing all producers and users of packaging, came to Parker & Partners for help navigating a major new Federal Government policy. Challenge As the Australian Federal Government developed its Carbon Pollution Reductions Scheme and Emissions Trading System the Packaging Council of Australia needed to understand the implications for their members, opportunities for consultation and the anticipated direction that Government would outline for industry. Insight The complex and lengthy government Green Paper was more information than PCA members needed or would realistically have time to digest. P&P drilled through the array of official documents and drew relevant insights from other sources, media and industry to deliver PCA the information they needed; clearly and tailored to their members. Solution Combining the technical and communications skills of the P&P team, a concise report capturing the most significant and relevant elements of the Government position were distilled into a plain-language document. Result PCA members received a 15 page report with key insights into this major policy move, how it will impact their sector and what they can do to engage government on the issues. Policy insight and guidance for Packaging Council

18. Challenge Veolia Environmental Services has long been a “sleeping giant” within the waste management industry. With an annual turnover in the billions of dollars, Veolia is one of the largest environmental services companies in Australia and globally. For a variety of reasons however Veolia has maintained a fairly low-profile. Parker & Partners was engaged to provide counsel to Veolia with the intention of asserting their position as an industry leader in the waste management space particularly within influential and strategic government circles. Insight 2008 saw the Rudd Government begin to put in place its Carbon Pollution Reduction Scheme with massive implications for industry. Internal analysis indicated the CPRS Green Paper would instigate a number of perverse and inequitable outcomes for the waste management industry. Solution With tactical and strategic support from Parker & Partners, Veolia, spearheaded the waste management industry’s response to the Green Paper at both policy and advocacy levels. Result Whilst the Green Paper has yet to be solidified into legislation Veolia’s position as a leader in the industry and a force to be reckoned with have been clearly demonstrated.

19. Challenge Woolworths wanted to enhance their existing sustainability programs throughout 2800 different operations nationally. They were seeking to create more eco friendly behaviours in a workforce of 180, 000 employees. Insight They had few non operational communication channels that could be used to create new behaviours. We held a strategy session with key internal stakeholders. We devised a plan based around the creation of peer influencers that could champion the collection of ideas and help develop a greater awareness of the actions that could be taken. A pilot was agreed as the best way to test the ability of the organisation to embrace the change. Solution Eco Ambassadors was created as a pilot program in the Sydney Metro area with a group of store based volunteers. The group was run through a bootcamp training session that equipped individuals to Understand the challenge Communicate the actions required back at store Encourage feedback on effective ideas Result The pilot was so successful that Impact has been retained to commence immediate roll out of the program to 1000 Woolworths brands in both metro and regional locations in May 2008. Employee engagement to drive change

20. begreen – changing a kangaroo from red to green globally The Challenge Qantas needed a sustainability program that touched the many diverse business units and job functions. Creating meaningful behavioural change across diverse roles, from flight crew to engineering, customer service to catering, was presenting a big hurdle to implementation. They needed to create a globally strategy that could deliver locally. Insight Impact identified the need to educate all employees in key messages and proof points whilst developing an action plan that was localised to gain real traction across a broad range of initiatives focused on fuel, energy, water and waste. The task was even more challenging taking into consideration third party labour hire, retail customers and partner airlines. Solution With the Qantas team we developed Stage 1 of the ‘begreen’ sustainability program. We researched employee opinions on the environmental challenges and potential barriers. The communication targeted the broader objectives of the program, addressing employees and other stakeholders. The education program aimed to align the section by section “begreen” volunteers to develop a localised set of actions that were relevant in their unit. The tactics in each unit focused on immediate actions such as paper reduction targets for offices, energy reduction for airports, fuel reductions for flight operations. Reporting and recognition programs were also introduced to ensure on going traction. Results Qantas has already seen a number of exciting actions ranging from the brand team turning off Qantas logos on buildings, turning off light in offices when not in use, to education around existing fuel conservation plans. Awareness of the program has built considerably with over 350 volunteers joining the “be green ” team in the first 6 months and increased requests for take home information.

21. Cascade Green: 100% carbon neutral beer Challenge An issues-rich environment with consumers and media acutely aware of ‘green washing’. The challenge was to tell the story of Cascade’s commitment to sustainability and environmental practices, with credibility and authenticity. Insight It’s not about the destination yet, it’s about taking the first steps and staying on course to make a real difference. Solution Telling the story of one of Australia’s first environmentally credentialed beers: Sow - Thought leadership A panel-style media event with genuine, expert spokespeople from the ‘green’ space including Arron Wood, Prime Minister’s Environmentalist of the Year 2007 and Jon Dee, Co-founder Planet Ark. Grow - The proof point; the unique media photo/filming opportunity spokespeople had the opportunity to visit the Cascade brewery and experience the journey firsthand. Nurture - Media tasting, testing, experiencing, and interacting. Result To date there has been a total of 100 pieces of branded coverage across all broadcast, print and online mediums. Cascade Green is now the leading product for the Cascade brand with distribution 37% higher than predicted in the first five weeks and volume 18% higher than predicted. 2008 PRIA Golden Target Awards Environment Winner, Launching Cascade Green - 100% Carbon Offset Beer

23. Behaviour change to achieve significant reduction in energy usage 2005 NSW Government Green Globe Awards Excellence in Education and Awareness, Amcor Greenlight Program Challenge Achieve additional energy savings at the Amcor Smithfield site by shifting employee behaviour Insight Empowering employees to come up with their own environmental ideas to save energy on site, provides employees with a greater ‘will’ to drive the program. Solution Project GreenLight – bright ideas for a green future, provided training and guidelines on what the employee could do. Included a video with employees talking about the environment, global warming and what it means for them, as well as reminder cards produced in Vietnamese, Mandarin , English and Samoan Result Sustained employee behaviour change resulted in 30% reduction in base load energy consumption during operations and 70% reduction over the weekends. At launch Amcor Smithfield had already saved the equivalent of two weeks worth of energy use simply via employee behaviour change 2006 IABC Gold Quill Awards Award of Merit, Amcor’s Greenlight Program

26. 45 a day No apologies – green is the new gold! For adidas, sustainability is not just a response or responsibility – it’s an opportunity to create new business value for yourselves and your consumers! The program will change the behaviours of employees not only their head office but 1000 stores in ASIA. Targeting a 20% reduction in their footprint by 2010 New shoes made from recycled plastics As seen in their Olympic site advertising Eco-Athletes - Impossible Is Nothing

29. Stephen Hale Director [email_address] 0438 655 046