NATS -
Taking small steps to make a big difference

The challenge

NATS is the UK's leading air traffic control company. In January 2008, they launched a change programme which included Acting Responsibly - NATS' approach to Corporate Social Responsibility. They appointed Home as their communication partner to help them engage their employees in their goal of continuously reducing their carbon footprint.

Our approach

The creative concept we developed was 'Small Steps towards a lighter footprint'. Our idea was to communicate a series of simple ways employees could change their everyday habits - which would all add up to make a big difference. The communication style was simple, compelling and action-orientated. We wanted to engage employees, while avoiding 'greenwash' or making them feel guilty about their actions.

Award winning results

Internally the communication campaign is seen as a huge success. They are well on their way to achieving their sustainability targets. And externally we were delighted to be announced as a runner up in the prestigious and international 2010 Green Awards for Creativity in Sustainability. NATS is also aware that employees are taking greener behaviours home with them.

Since launching the Acting Responsibly continuous improvement strategy NATS has:

• Reduced energy consumption by 19% (2011 target 20%)
• Reduced water consumption by 30% (2011 target 20%)
• Reduced waste to landfill by 44% (2011 target 15%)
• Reduced business and commuting mileage by 54% and 34% respectively (2011 target 30%)
• The 70% recycling target has some way to go, but early indications from the Small Steps campaign show increased levels.