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Mobile phone company O2 has taken the unusual step in its latest CSR report of advising readers how to be more socially responsible in their own lives.
Each section of the 40-page hard-copy report includes a ‘what you can do’ list of actions readers can take on social and environmental issues also being dealt with by O2. On safe use of mobiles, for instance, the company recommends readers restrict use by their children to short or essential calls, and on energy consumption it suggests unplugging a charger once the battery is full, because this reduces the charger’s energy use by around 95 per cent. Other sections list website addresses for information on volunteering, and protecting children from inappropriate content.
Charlotte Wolff, O2’s corporate responsibility manager, said the intention was ‘to make the report relevant for readers both in their professional capacity and also in their personal lives’.
She added: ‘As a reader, you may be a telecoms or SRI City analyst but also a parent who is not sure what to do when your child wants his or her own mobile phone. Statistically every third reader of the report in the UK is an O2 customer, which also makes the “what you can do” sections relevant for them as our customers.
‘If you can engage with the reader at different levels, you are more likely to retain their interest and make the report compelling reading throughout.’
Each section of the 40-page hard-copy report includes a ‘what you can do’ list of actions readers can take on social and environmental issues also being dealt with by O2. On safe use of mobiles, for instance, the company recommends readers restrict use by their children to short or essential calls, and on energy consumption it suggests unplugging a charger once the battery is full, because this reduces the charger’s energy use by around 95 per cent. Other sections list website addresses for information on volunteering, and protecting children from inappropriate content.
Charlotte Wolff, O2’s corporate responsibility manager, said the intention was ‘to make the report relevant for readers both in their professional capacity and also in their personal lives’.
She added: ‘As a reader, you may be a telecoms or SRI City analyst but also a parent who is not sure what to do when your child wants his or her own mobile phone. Statistically every third reader of the report in the UK is an O2 customer, which also makes the “what you can do” sections relevant for them as our customers.
‘If you can engage with the reader at different levels, you are more likely to retain their interest and make the report compelling reading throughout.’
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