Jaguar Land Rover -
Driving environmental change
The challenge
Jaguar Land Rover (JLR) publicly committed to reducing their C02 emissions by 25% by 2012, and to improve the green credentials of their vehicles. They recognised that they needed to tackle this challenge from the inside and work out. Their first task was to change the attitudes and behaviour of their 15,000 strong workforce.Green is for GO
We planned a large-scale engagement campaign to inform employees and begin to change behaviours. We wanted them to think differently about JLR, embed Environmental Innovation into their culture and educate employees about being environmentally sustainable in their daily work.We're not just talking rubbish
We knew our audience, and understood that we had to avoid fluffy language, irrelevant claims and gobbledygook. So, we developed no-nonsense messaging that combined humour with hard-hitting environmental and financial facts. Call to action requests were grounded in specific actions with potential cost-savings highlighted.
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“
Taking your employees with you on an environmental innovation journey is key to success. The new employee engagement campaign developed by Home should really help promote change. Rather than dull and worthy messages, Home has used humour and sharp design to get people's attention, and most importantly, convey the message that doing the right thing for the environment is easy...and could even save the business money.”
Dr. Sally Uren, Deputy Chief Executive, Forum
for the Future