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Sustainability @ UBA, an unifying topic

Sustainability @ UBA, an unifying topic. Expertise Centre Corporate Communication & PR January, 15th 2009. Draft in progress – Nathalie Hublet. Agenda. Objective Project Way of working in 2009 Action plan in 2009 Reminder concerning legal aspect on advertising

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Sustainability @ UBA, an unifying topic

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  1. Sustainability @ UBA, an unifying topic Expertise Centre Corporate Communication & PR January, 15th 2009 Draft in progress – Nathalie Hublet

  2. Agenda • Objective • Project • Way of working in 2009 • Action plan in 2009 • Reminder concerning legal aspect on advertising • Terminology regarding sustainability • Roundtable

  3. Introduction “ Sustainability : from an issue … …to an actionableopportunity”

  4. Main objective • External : “To demonstrate to authorities and key stakeholders a concrete & voluntary commitment of advertisers regarding a sustainable and responsible communication, primarily in the areas of economy, social and environment” • Internal : “To integrate sustainability in the communication plan, to demonstrate effective communication” • Sustainable = on the long term, with real, actionable and measurable commitments in the area of environment to establish relationships of confidence with all audiences • Responsible = in respect with evolution of the society, with legal aspects and legislation, equivalent to ethical communication, social responsibility

  5. Project (1) • On the short term (deliverables for 2009), • Definition of the scope “Sustainability” within UBA • Charter/code of conduct/good practices based on insights coming from stakeholders and signed by advertisers (see UDA) • (eventually with the help of an external partner) Definition of a common UBA objective to work on : • e.g. about a real actual trend such as the “neutral carbon footprint” • e.g. the establishment of responsible behavior, • e.g. the taking into account the environmental impacts of print or the reduction of production costs (local instead of international production), • e.g. the establishment of the charter • Process : identification, action (reduction), measurement and evaluation

  6. Project (2) • On the long term, • Communication about the existence of the charter • Responsible communication, particularly in times of crisis, must be a response to public expectations (Stéphane Rozès, CSA France – December 2008) • Measurement and evaluation of advertisers’ commitments • Integration in a largest project (tbd)

  7. Way of working in 2009 • Launch of a TF « Sustainability » drived by Corp Com & PR but open to others UBA volunteers (e.g. Research, Communication Production, Media Committees) • Creation of a steering committee with internal & limited external experts (e.g. Climact, Quality Research, etc.) • Analyse of UDA document and first local draft + meeting with ONGs’ association (KAURI?) • Sharing of our draft conclusions with other UBA groups and ICB • Meeting with authorities (in collaboration with pilar “Represent”) • Final draft with real commitments (ready for end August) • Presentation of those results during the UBA 60th celebration (on Sept, 10th 2009) • Evaluation of advertisers’ commitments one year later

  8. Action plan in 2009 • Jan, 15th : first meeting, discussion about the scope, the objective and first experiences round table • Jan, 19th, first communication through UBA e-News (invitation to vulonteers) • Feb, XX, first analysis of UDA document (UBA + external partners?) and contact with UDA France • March, XX, first amendments (UBA + external partners?) • April, XX, second amendments (UBA + external partners?) • May, 5, plenaire meeting or TF? Third amendments (UBA + external partners?) • June, 19th : sharing of draft with ICB + amendments • July – August : latest amendments • August, 31 – final draft • September, 10th UBA 60 years - presentation - speaker : Jean-Pascal Van Yperseele?

  9. Legal aspects on advertising • EU Directive • AMS (ex. TWF) • Commercial practices • Belgian Law • Belgian Law on Commercial Practices (14/07/1991modified on 05/06/2007 and into force on 01/12/2007) www.ejustice.just.fgov.be/doc/rech_f.htm • Privacy Law (08/12/1992) • Self-regulation (SR is fully recognised), e.g. : • ICC Consolidated Code on Advertising & Marketing = “one stop shop” for industry  basic principles : all marketing communication should be legal, decent, honest and thruthfull (+ chapter E specific to eco) • Fevia/UBA code on food advertising • Febiac code (art. 4 & 5) + A.R September 5 2001 (part IV), • Agreement on alcoholic beverages • Code on ecological advertising (e.g use of labels, ISO, etc.)

  10. JEP (www.jep.be)

  11. ICC Code

  12. Terminology regarding sustainability

  13. DEVELOPPEMENT DURABLE DUURZAME ONTWIKKELING SUSTAINABLE DEVELOPMENT Quid ? J-B Schrans

  14. Definitions • Sustainable Development (SD) : « Development that meets the needs of the present generation without compromising the ability of future generations to meet their own needs » (Bruntland Report – World Commission for Environment and Development – UN - 1987)  This involves addressing economic, social and environmental elements in the corporate’s decision-making and activities (products, services and processes).

  15. Definitions •  the aim of CSR is: • to contribute to SD and to the welfare of society • to achievemutual trust withitsstakeholders • to improve the long-termshareholder value. • Corporate Social Responsibility (CSR) : « Willingness of a company to take responsibility and be accountable for the impacts of its decisions and activities (products, services and processes) on society and environment, through transparent and ethical behaviour that • contributes to sustainable development, health and the welfare of society • takes into account the expectations of stakeholders within its sphere of influence. »

  16. Definitions • CSR = becomesocially, environmentally and economicallyresponsibletowardsemployees, shareholders and the stakeholdersinvolved. •  « 3P » (People, Planet, Profit = Triple Bottom Line) • Corporate’s performance in relation to the social environment in wichitoperates, and its impact on the naturalenvironment, has become a critical part of measuringitsoverall performance and itsability to continue operating effectively. •  « Licence to operate »

  17. Definitions • Stakeholders • Any individual or specific organization which may have an impact on the company activities or on which the company activities may impact directly or indirectly. • (Activities = products, services or processes). • Identification of and engagement with involved stakeholders are fundamental practices of CSR • What are the relevant issues for them ? • What is the impact of the corporate activities on the society ?

  18. Thank you Any questions?

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