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July 18 was International Mandela Day, a globally acknowledged date where South Africans are encouraged to take action, inspire change and make every day a Mandela Day. To this end, Bureau Veritas (BV) and the Ithemba Trust devised a month-long campaign to instil the idea of doing good throughout the month of July and, ultimately, on an annual basis. The company mobilised employees and external stakeholders including beneficiaries in communities where employees live and work as well as corporates, civil society, NGOs and professional organisations such as the Public Relations Institute of SA (Prisa) to embed a new way of thinking. This was based on the premise that change will not take place if something is done only once. However, repeated actions over a longer period will contribute towards a new way of thinking — and ultimately become a habit.
The thinking
The strategy behind the campaign was to encourage everyone to work together to enhance the lives of others and create legacies for the future; ultimately changing communities, countries and nations. The projects selected are sustainable and will create constant personal growth and development for beneficiaries, using talent from the company to bring the concept to life and ensure traction and momentum and, importantly, longevity. The month-long campaign was simply the beginning.
BV is championing a broader project called “Employees building communities”, an annual calendar programme addressing social justice and education around both local and global issues and challenges. Employees are motivated to volunteer a specific amount of their time per annum to enrich and enhance the lives of others. These hours are built into employees’ key performance indicators. Employees are granted time off working hours to participate in the programmes and projects. Professional videos of the campaign were recorded to share with corporates and the media to promulgate the month-long campaign thinking, with a view to encouraging similar campaigns to wider audiences. A strategic alliance was formed with Prisa aimed at giving back to the industry through a symbiotic relationship — ultimately benefiting those in need.
Bureau Veritas Mandela Month
The application
A “Mandela Month” strategy was devised and complemented with a formal communication plan to activate the ideas and bring them to life. Beneficiaries were selected from areas around the company where employees live and work, and a corporate social responsibility (CSR) committee was formed within the company to implement the campaign through the human resources department under the leadership of Beatrice Scharneck, the human resources manager for Bureau Veritas Southern Africa. The campaign was launched by Sal Govender, vice-president for Bureau Veritas Southern Africa, with a pledge ceremony. Employees placed their handprint on a “Mandela pledge wall banner”, a symbolic gesture signalling their personal commitment to enhancing the lives of others, followed by the lighting of candles and a moment’s silence in recognition of Tata Madiba’s commitment to equality and education. Weekly competitions, bi-weekly communiques and fun videos (starring employees) were used to articulate the weekly activations and encourage participation. Competition prizes related to the Mandela Month theme were up for grabs, and employees wore “Mandela Month badges” daily, providing a constant reminder of their pledges.
The month closed with a breakfast forum titled “Why is it necessary for your brand strategy to include corporate social responsibility?” hosted by BV and Prisa, with various SA corporates and the media in attendance.
Members of the Bureau Veritas team close the campaign with a challenge to fellow corporates to make everyday a Mandela Day and join the company in changing lives
The impact
The campaign has had a widespread positive impact on beneficiaries including abused, abandoned, orphaned and marginalised children; underprivileged learners; and abused and abandoned animals and their carers. Employees commented that their lives “would never be the same” after the experience. Corporates said they had a better idea of how to manage their CSR projects, and the media used the opportunity to spread the word. Within BV, the global president insisted that the campaign be rolled out into the company’s widespread African footprint in 2020.
The effect
The image and reputation of BV has been greatly enhanced through the campaign as a result of widespread positive media coverage in print, broadcast and online platforms. Brand credibility and equity have increased among internal and external stakeholders. Pride has been instilled among employees, thereby improving the internal climate, boosting morale and corporate loyalty.
Bureau Veritas
Case study
2019 Financial Mail AdFocus Profile
The premise
July 18 was International Mandela Day, a globally acknowledged date where South Africans are encouraged to take action, inspire change and make every day a Mandela Day. To this end, Bureau Veritas (BV) and the Ithemba Trust devised a month-long campaign to instil the idea of doing good throughout the month of July and, ultimately, on an annual basis. The company mobilised employees and external stakeholders including beneficiaries in communities where employees live and work as well as corporates, civil society, NGOs and professional organisations such as the Public Relations Institute of SA (Prisa) to embed a new way of thinking. This was based on the premise that change will not take place if something is done only once. However, repeated actions over a longer period will contribute towards a new way of thinking — and ultimately become a habit.
The thinking
The strategy behind the campaign was to encourage everyone to work together to enhance the lives of others and create legacies for the future; ultimately changing communities, countries and nations. The projects selected are sustainable and will create constant personal growth and development for beneficiaries, using talent from the company to bring the concept to life and ensure traction and momentum and, importantly, longevity. The month-long campaign was simply the beginning.
BV is championing a broader project called “Employees building communities”, an annual calendar programme addressing social justice and education around both local and global issues and challenges. Employees are motivated to volunteer a specific amount of their time per annum to enrich and enhance the lives of others. These hours are built into employees’ key performance indicators. Employees are granted time off working hours to participate in the programmes and projects. Professional videos of the campaign were recorded to share with corporates and the media to promulgate the month-long campaign thinking, with a view to encouraging similar campaigns to wider audiences. A strategic alliance was formed with Prisa aimed at giving back to the industry through a symbiotic relationship — ultimately benefiting those in need.
Bureau Veritas Mandela Month
The application
A “Mandela Month” strategy was devised and complemented with a formal communication plan to activate the ideas and bring them to life. Beneficiaries were selected from areas around the company where employees live and work, and a corporate social responsibility (CSR) committee was formed within the company to implement the campaign through the human resources department under the leadership of Beatrice Scharneck, the human resources manager for Bureau Veritas Southern Africa. The campaign was launched by Sal Govender, vice-president for Bureau Veritas Southern Africa, with a pledge ceremony. Employees placed their handprint on a “Mandela pledge wall banner”, a symbolic gesture signalling their personal commitment to enhancing the lives of others, followed by the lighting of candles and a moment’s silence in recognition of Tata Madiba’s commitment to equality and education. Weekly competitions, bi-weekly communiques and fun videos (starring employees) were used to articulate the weekly activations and encourage participation. Competition prizes related to the Mandela Month theme were up for grabs, and employees wore “Mandela Month badges” daily, providing a constant reminder of their pledges.
The month closed with a breakfast forum titled “Why is it necessary for your brand strategy to include corporate social responsibility?” hosted by BV and Prisa, with various SA corporates and the media in attendance.
The impact
The campaign has had a widespread positive impact on beneficiaries including abused, abandoned, orphaned and marginalised children; underprivileged learners; and abused and abandoned animals and their carers. Employees commented that their lives “would never be the same” after the experience. Corporates said they had a better idea of how to manage their CSR projects, and the media used the opportunity to spread the word. Within BV, the global president insisted that the campaign be rolled out into the company’s widespread African footprint in 2020.
The effect
The image and reputation of BV has been greatly enhanced through the campaign as a result of widespread positive media coverage in print, broadcast and online platforms. Brand credibility and equity have increased among internal and external stakeholders. Pride has been instilled among employees, thereby improving the internal climate, boosting morale and corporate loyalty.