If, like the We Are COM team, you store your emails in a folder aptly named "To be stored" or if your storage space is screaming at full capacity, then this article is for you!
On the occasion of Deauville Green AwardsWe discovered a new concept: thee-cleaningThat's when we had a "click" (not quite a "snapshot," let's be honest). Technology can be synonymous with ecology, if the electricity that powers our computers and other servers isn't wasted on storing useless, outdated, or duplicate files. So, we watched the educational film " E-cleaning days » d'Orange, winner of the 2016 Gold Green Award at the festival Deauville Green Awardwhich has been awarding prizes every year for the past 5 years to the best institutional films on the theme of sustainable development and eco-innovation. Frankly, that's when we had our "aha" moment.
After deleting our "To File" folder (okay, we created a second folder... "To Sort," old habits die hard!), the We Are COM team met with the initiators of this wonderful project: Christine Hermann, CSR Communications Director at Orangeand Anne Imbert, Director of Audience and Image at Orange, to talk to us about CSR COM and not only that.
Hello Anne, hello Christine, and welcome to We Are COM! This year, Orange was recognized for its film "E-cleaning days," which encourages users to delete unnecessary emails to reduce the energy consumption associated with storing them. Can you tell us more about your approach?
Anne Imbert: As a key player in the telecoms sector and a responsible operator, Orange has a role to play in educating and supporting best practices and responsible usage. The "E-cleaning days" video is fully aligned with this approach and is part of a broader CSR communication strategy, for which Orange's Corporate Communications and CSR Communications teams worked closely together.
Christine Hermann: With every CSR statement, we strive to offer something fair, visible, and committed. That's our guiding principle! It's essential for us to be credible and demonstrate that our communication efforts aren't just for show.
Why did you choose the theme of email storage to illustrate Orange's commitments? Is this approach representative of how you address CSR communication?
Anne Imbert: The aim of this film was to raise awareness among the general public – both Orange employees and the general public – about the negative impact that digital technology can have on the environment. This aspect remains largely unknown!
Christine Hermann: We have therefore chosen to promote "E-cleaning days" because it is a simple solution that everyone can understand and implement at their own level.
Anne Imbert: Therefore, we opted for a positive, playful and lively approach to support this message, which we wanted to be neither anxiety-inducing nor guilt-inducing.
Christine Hermann: Furthermore, this action is perfectly aligned with our CSR commitments and our approach to these issues. As proof, for this communication initiative, we also worked with the organization Carbone 4, which supported us from the initial concept to the implementation of the campaign, ensuring the lowest possible impact in terms of energy consumption. Our mission is to best support the digitalization of the world, whether through our CSR policy, our R&D, or our corporate foundation.
Anne Imbert: I would add that we want to express a positive vision of the world, it's in our brand's DNA! It is in this direction that we are moving forward, and that we have evolved our communication codes: more human and more digital.
Is CSR communication, and corporate communication more broadly, truly an asset in a sector as competitive as yours? In short, does it help make a difference to consumers at the point of purchase?
Anne Imbert: We operate in a highly competitive market, and we firmly believe that brand image provides that extra something, a sense of pride and belonging among employees, and a preference among consumers. Yes, for us, it makes all the difference! Our communications—internal, executive, and public—are perfectly aligned and mutually reinforcing. That, too, makes a difference. Surveys such as "Positive Brands" and "Meaningful Brands" support this observation and show that consumers seek out brands with strong convictions and actions that contribute to making the world a better place.
Want to discover the full list of winners of the 2016 Deauville Green Awards? It's here.
