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DHL Express Sub Saharan Africa - Community Relations Campaign

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: DHL Express Sub Saharan Africa
Company Division/Group: DHL SSA Regional Services
Company Description: DHL Express is a leading International express and logistics company, serving more than 220 countries and territories. DHL Express Sub-Saharan Africa covers 54 countries, with over 3500 employees, over 250 facilities, five regional hubs, and 14 dedicated DHL aircraft.Founded in San Francisco in 1969 by three budding entrepreneurs - Adrian Dalsey, Larry Hillblom and Robert Lyn.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Community Relations

Nomination Title: DHL Africa supports the people of Knysna #KnysnaFires

Tell the story about this nominated campaign since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

On 7 June 2017, huge fires wreaked havoc across Knysna, situated on the scenic Garden Route of the Western Cape. Within 24 hours, about 10 000 people were evacuated from their homes. The fires were described by the Western Cape Disaster Management Centre, as one of the most destructive blazes in recent memory.

In response to the crisis, DHL Express set up a local cross business unit disaster response team to assist in the relief efforts and coordinate the logistics of supplies to Knysna, George and surrounding areas. The team consisted of logistics experts from DHL Express, DHL Global Forwarding and DHL Supply Chain. This coordinated effort formed a crucial part in the relief effort chain

DHL, in collaboration with the City of Cape Town & the Western Cape Disaster Management Centre, delivered essential supplies such as non-perishable food items, blankets, clothing and first-aid supplies to the region via road as well as air freight. DHL opened up their 39 locations across South Africa as additional drop-off points, where people could donate non-perishable foods and other emergency supplies. In addition, all City of Cape Town fire stations were declared as “Official Drop-off Points” for donated goods.

DHL made use of their social media channels to call on the public for donations to be delivered to their locations and approved drop-offs points and the response was unbelievable. During the project, a total of 384,000kgs of donated aid was delivered via DHL distribution channels.

Content shared on social media included:

-Announcement of partnership with Western Cape Government
-Awareness of the campaign and call for donations
-Awareness of drop-off points
-Updates on essential items needed
-Announcement of closing dates for donations

Highlights included:

-384,000kgs of donated aid delivered through DHL distribution channels

Social Media highlights

-@DHLAfrica was trending on Twitter in South Africa on 8-9 June 2017.
-The @DHLAfrica Twitter account reached 2.9 million people throughout the Knysna Fire period and accrued over 13 million impressions.
-There were 1,510 tweets in total with 1,002 contributors in total. The average contributor had 3,988 followers.
-Facebook post reach of 1 156 845 (of which 79% was Organic Reach)
-Facebook post shares: 12 030 (first time DHL Africa has ever achieved more shares than likes/comments during one campaign)
-Facebook post likes: 12 006
-Facebook post comments: 824

Traditional Media highlights

-284 clips of coverage (149 online, 73 broadcast, 62 print)
-AVE R8.4 million (1:1) / PR Value of R25.2 million (3:1)

** NOTE: KNYSNA RELIEF EFFORTS VIDEO ON VIMEO IS PASSWORD PROTECTED. PASSWORD = fire **

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).

-384,000kgs of donated aid delivered through DHL distribution channels

-Social Media highlights
-@DHLAfrica was trending on Twitter in South Africa on 8-9 June 2017.
-The @DHLAfrica Twitter account reached 2.9 million people throughout the Knysna Fire period and accrued over 13 million impressions.
-There were 1,510 tweets in total with 1,002 contributors in total. The average contributor had 3,988 followers.
-Facebook post reach of 1 156 845 (of which 79% was Organic Reach)
-Facebook post shares: 12 030 (first time DHL Africa has ever achieved more shares than likes/comments during one campaign)
-Facebook post likes: 12 006
-Facebook post comments: 824

-Traditional Media highlights
-284 clips of coverage (149 online, 73 broadcast, 62 print)
-AVE R8.4 million (1:1) / PR Value of R25.2 million (3:1)