Employee Volunteering 09

Produced by The Edge Picture Company
Aims and objectives:
Summer 2009: 30 volunteers from Telefónica O2 worked in schools, daycare centres and schools in Brazil, Peru Ecuador, El Salvador and Argentina funded by the Telefónica Fundación – Proniño programme, which provides an education to children who would otherwise be sent to work.
The volunteers’ efforts were celebrated in a cross-media campaign designed to create awareness of Proniño and to drive even more people to volunteer in 2010.

Intended audience:
The campaign was across all digital media within Telefónica P2 intranet. All content was created by the volunteers themselves: they were trained to shoot video, to blog and twitter, and encouraged to respond to online feedback while overseas.
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A stand out entry due to its diverse use of complimentary channels. Engaging use of social media, genuinely interactive and community focussed.

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