Employee Communications Campaign of the Year 2008

Recognizing skill in communicating a merger or acquisition, change management, rebranding, restructuring, layoffs, or other issue/problem of an internal communications nature

Insidedge and The Dow Chemical Company: Bringing the Human Element to Life

Sustainability has become an all-important issue around the world today, as the green theme finds itself being absorbed increasingly into different markets and sectors, including corporations, government, and now even Hollywood.

To act upon the growing concern for sustainability, the Dow Chemical Company introduced its own set of sustainability goals in 2006, which became the foundation for Dow's "Human Element" campaign. The effort was built upon the concept that the missing element of the Periodic Table is the Human Element - which when applied to chemistry, can help solve the world's most pressing problems.

The credibility and success of the Human Element program was largely dependent on active engagement from its employees around the world, which Dow was able to achieve.

The Insidedge/Dow team worked with Dow's ad agency, Draftfcb, to develop a template for "internal ads" featuring employees for a peer-driven internal storytelling campaign.

Employees were encouraged to nominate colleagues to be featured in the series as living examples of how Dow can achieve its 2015 sustainability goals through employees who embody the spirit of the Human Element. One judge said, "This was a great way to both honor and engage employees."

Insidedge interviewed employees and shared their stories on how each wanted to help the company achieve its goals. A poster of the employee's face and story were published on the Dow Today Intranet home page and the nominee was also added to the "Periodic Table of Human Elements," also on the Intranet.

Featured employees received a framed poster with a signed personal note from chairman and CEO Andrew Liveris. At the company's annual meeting, Liveris welcomed and applauded five employees, one from each region, who were introduced to bring to life the Human Element of Dow for shareholders.

The global campaign recognized employees from all geographies, levels, and job functions, and shared examples of work they do daily to further progress toward each of Dow's 2015 sustainability goals. In the past year, employees have submitted more than 100 nominations for the program and 15 employees have been featured at a global level, representing all five geographies where Dow operates: Europe, Asia-Pacific, Latin America, India/Middle East/Africa, and North America.

"I thought this was a brilliant pull-through of a global branding campaign," echoed another judge. By choosing its employees to serve as brand ambassadors, "it effectively built awareness and pride."

Honorable Mention
Weber Shandwick and American Airlines: Fuel for Thought: American Airlines Gets Fuel Smart

As a huge airline, American Airlines faces enormous fuel bills. Because it has no control over the price of fuel, the airline attempted to cut costs related to fuel consumption by creating Fuel Smart, a fuel-conservation program for employees. Weber Shandwick developed a plan to keep Fuel Smart on the top of employees' minds by reinforcing awareness of the ongoing industry-wide fuel crisis, informing them of the company's goals for 2007, re-engaging employees by emphasizing what each can do to help conserve fuel, and inspiring groups to employ more conservation strategies. Along with a "green" message, the team created a number of visuals and printed materials, such as a Fuel Smart newspaper, lanyards, banners, wallet cards, and posters, in addition to the digital media available through the company's e-mail and Intranet system. Results of the campaign proved to be successful: Fuel Smart saved almost 95 million gallons of fuel in 2006, equal to nearly $190 million. All the judges agreed that this campaign "made a difference."

Finalists 2008
Fleishman-Hillard and AT&T Communicating Convergence: The AT&T-BellSouth Merger
Fleishman-Hillard and Ernst & Young Above and bEYond: Making Inclusiveness Real for Lesbian, Gay, Bisexual and Transgender Employees
Insidedge and The Dow Chemical Company Bringing the Human Element to Life
Insidedge and The Dow Chemical Company Engaging Employees with the Blue Planet Run
Weber Shandwick and American Airlines Fuel for Thought: American Airlines Gets Fuel Smart

Sponsor: FedEx (NYSE: FDX) provides customers and businesses worldwide with a broad portfolio of transportation, e-commerce, and business services. Consistently ranked among the world's most
admired and trusted employers, FedEx inspires its more than 280,000 employees and contractors to remain "absolutely, positively" focused on safety, the highest ethical and professional standards, and the needs of their customers and communities. For more information, visit fedex.com.

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