Green Award for the Orange Broom

If, like the We Are COM team, you store your emails in a folder aptly named "A ranger" or your storage space is crying out for saturation, then this article is for you!

On the occasion of Deauville Green Awards, we discovered a new concept: thee-cleaning. There, we had a "click" (not yet a "click" let's face it). Technology can rhyme with ecology, if the electricity that runs our computers and other servers is not unnecessarily used to store irrelevant, obsolete or duplicate files. So, we watched the educational film " E-cleaning days »From Orange, winner of the Green Award d'Or 2016 at the festival Deauville Green Award, which has rewarded each year for the last 5 years the best institutional films around the theme of sustainable development and eco-innovations. Frankly there, we had the "click".

After deleting our “A ranger” folder (ok we created a second folder… “To be sorted”, we can't do it again!), The We Are COM team met the initiators of this great project: Christine Hermann, Communication Director of CSR at Orange, and Anne Imbert, Audience and Image Director at Orange, to tell us about COM RSE and not only.

Hello Anne, Hello Christine, and welcome to We Are COM! This year, Orange was distinguished for its film “E-cleaning days” which encourages deleting unnecessary emails to limit the energy consumption generated by their storage. 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 terms of education and support for good practices and reasoned practices. The “E-cleaning days” video is fully in line with this approach and is part of a more global communication system around CSR, for which the Corporate Communication and CSR Communication teams of Orange have worked hand in hand. the hand.
Christine Hermann: Every time we speak CSR, we owe it to ourselves to offer something fair, visible and committed. This is our leitmotif! It is essential for us to be credible and to demonstrate that our communication actions are not just a varnish.

Why did you choose the theme of e-mail storage to illustrate Orange's commitments? Is this treatment representative of the way you approach CSR communication?

Anne Imbert: Through this film, the idea was to make the general public - both Orange employees and external audiences - aware of the negative impact that digital technology can have on the environment. This aspect is still 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: So we opted for a positive, fun and lively treatment, to support this discourse that we wanted neither anxiety nor guilt.
Christine Hermann: In addition, this action is completely consistent with our commitments in terms of CSR and the way in which we approach these issues. As proof: as part of this communication mechanism, we also worked with the organization Carbone 4, which supported us from the design to the implementation of the operation, to guarantee a campaign that had the least impact possible in terms of of energy consumption. Our mission is to support the digitalization of the world as much as possible, whether through our CSR policy, our R&D or our company foundation.
Anne Imbert: I would add that we want to express a positive vision of the world, it is in the DNA of our brand! It is in this direction that we are moving, and that we have changed our communication codes: more human and more digital.

CSR communication, and more generally corporate communication, is it really an asset in a business sector as competitive as yours? In short, does it help make a difference to consumers when it comes to purchasing?

Anne Imbert: We operate in a highly competitive market, and we firmly believe that the brand image brings that little extra soul, a pride of belonging among employees and a preference among consumers. Yes, for us, that makes the difference! Our communications - internal, general management and the general public, are in total coherence and feed off each other. It also makes the difference. Barometers such as “Positive brands” or “Meaning brands” support this observation and show that consumers are looking for brands that have convictions and take actions that help bring more positive to the world.

 

Want to discover the entire 2016 Deauville Green Awards winners? > It's here.

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