Vodafone targets staff in worldwide CSR initiative

Vodafone is to launch its first Corporate Social Responsibility programme for its 60,000 staff worldwide.

Two firms have been hired to oversee the programme, which has an early 2004 start date.

Internal communications agency HarknessKennet and branding counsultancy Corporate Edge were appointed after a seven-way pitch. They began work on Monday for undisclosed fees.

HarknessKennet MD James Harkness will head the partnership and report to Vodafone Group internal comms manager Emma Oldfield.

Harkness will head up a team of eight and work closely with Corporate Edge managing director Simon Lake.

He said: ‘The brief is to help Vodafone employees build on their CSR understanding and integrate responsible practices into their working lives.

‘This is a huge job and will start with research to see what Vodafone staff worldwide already know about CSR. We will find out what is needed to communicate CSR to an IT-literate, sophisticated staff, be it via face-to-face communication, or SMS and email.’

Oldfield said Vodafone was seeking to build on its existing ethical practices.

‘We are a socially responsible company and we want to make thinking and behaving in a responsible way second nature to us all. CSR impacts everyone,’ she added.

Harkness said the programme will be designed to encourage staff to engage in debate and undertake active participation in the company’s CSR policies.

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