The company has called in Beattie Communications to manage the campaign, which uses posters, postcards and the internet for BP’s hundreds of thousands of staff worldwide. The campaign details how the accession of 10 countries, mostly from the former eastern bloc, to the EU on 1 May will affect the way BP does business.
‘BP does a lot of internal and external trade with eastern Europe and countries outside the EU, and the rules that exist within the EU will soon have to be applied,’ said Beattie chief executive Gordon Beattie.
‘The campaign is about educating employees that when these states join the EU, all sorts of things will change, including safety matters, tax, HR and employment issues. It will make sure business units are up to speed.’
New members include Estonia, Cyprus, Hungary, and Poland. The campaign also incorporates a travel competition on the BP intranet, which is being sponsored by Hilton International.
Beattie Communications board director Pauline Arnot said: ‘The competition aims to engage audiences around the world and is based on people’s knowledge of different countries.’
BP is Britain’s biggest company, last year making record profits and taking top ranking in a league table compiled by Business in the Community (PRWeek, 14 March, 2003) based on corporate social responsibility.
Profits in the final quarter of last year topped £7.5bn, a 25 per cent rise on the same period last year.