OPET - CSR Program of the Year
Company: OPET, Istanbul Turkey
Company Description: OPET has grown to become the third largest energy company in Turkey in just 15 years, inspired by the character and values of its founders
Nomination Category: Company / Organization Categories
Nomination Sub Category: Corporate Social Responsibility Program of the Year - in Europe
Nomination Title: OPET's 'Traffic Detectives'
Tell the story about this nominated CSR program as it has been carried out since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
Is it any surprise that a modest company started by two schoolteachers from a small town would become the most beloved brand in the fuel sector? OPET has grown to become the third largest energy company in Turkey in just 15 years, inspired by the character and values of its founders.
Perpetuating their passion for education in line with their business, OPET created a way to put innocent potential victims at the forefront of a CSR initiative to save lives on the road.
Turkey loses 10,000+ lives yearly due to road traffic crashes, according to recently published WHO Global Status Report on Road Safety:
Fatality rate: 13 deaths per 100,000 population
The majority (55%) of those killed are drivers & passengers of commercial vehicles; pedestrians constitute 19% of these fatalities
Road traffic injuries exceed 500,000 yearly, with children as most vulnerable victims
Despite laws on speed, blood alcohol concentration, seat-belt and helmet wearing, they are inadequately enforced
CONCEPT: The “Traffic Detective” concept was conceived to help reduce road fatalities and injuries by creating awareness about safe driving and traffic rules.
OPET chose children as the mouthpiece of the program. Creating a new-generation platform would capture children’s attention and ensure their continued involvement.
OPET’s Traffic Detective initiative aimed to make Turkey a country where traffic is safe and transportation is comfortable, by investing in human beings, providing traffic education to the children and young people, making them honorary “Traffic Detectives.”
OPET aspired to:
-position OPET as the foremost, most trustworthy messenger of public safety information
-increase public awareness/sensitivity regarding the impact of careless driving through a comprehensive 360 degree communications program
-involve/train no less than 2 million children as safety ambassadorsr
-reach 7 million families indirectly
The stakeholders played an active role in all project phases, drafting a work plan addressing distribution of provinces, schools, and trainers.
-Ministry of Family and Social Policies
-Ministry of the Interior
-Ministry of National Education
-Department of Religious Affairs
-General Directorate of Security
-Police Spouses Association for Unification and Mutual Assistance (PEKAY)
Training the Trainers
Train-the-trainers Courses: A five-day train-the-trainers course was offered to police officers who would train the students at the local level
TRAINING PROGRAM Referred by schools&municipalities, the children completed a 40 minute education/training program, using lively, interactive animations for nine key traffic safety points
Classroom training was given to 3-6, 7-12 and 13-17 age groups with tailor-made modular presentations and exercises
INCENTIVES Gifts, incentives and rewards around the theme of traffic were given to participating children, youths and schools, ensuring project retention: pens and notebooks with traffic signs, labels, backpacks, branded notebooks, baseball caps, reflective vests, whistles, flashlights and project totebags.
Graduates received personalized ID cards to establish their legitimacy
PORTAL was set up where interactive post-training missions were assigned, requiring execution of real-world tasks and traffic inspections
TONE of messages directly addressing the children; calling them to duty heightened their sense of duty regarding traffic safety and to promote loyalty
BRANDING A song was specially composed for the project and a dance routine was choreographed to go with it
INSPECTIONS Opet’s petrol stations during national holidays, the children teamed up with actual policemen to check cars for safety compliance
ACTION Kids go to OPET stations and with traffic police participate in roadside traffic inspections, especially during busy holidays
Using children as safety brand ambassadors was highly unique in Turkey, with a child-centric culture that would value a message delivered by young people.
Having police officers from the traffic inspection division who had received certificates (after completing a train-the-trainers course) deliver the training to the children was another distinctive aspect.
OPET is more than pleased with its tangible contribution to raising a generation that's more aware of traffic safety. All objectives were surpassed:
-3 million children and youths involved and trained (goal: 2 million)
-9 million families reached indirectly (7 million)
In bullet-list form, briefly summarize up to ten (10) chief achievements since 1 January 2016 of the nominated CSR program (up to 150 words).
-Unusual CSR support via training given to schoolteachers, school bus drivers, attendants at 1,083 OPET petrol stations
-15,405 OPET employees and volunteers participated (54% more than goal of 10,000)
-Public education perpetuated in 661 stories in print media, 54 TV, yielding 715 exposures
-The commercial video scored 314 GRP reaching 9.3 million people
-http://www.trafikdedektifleri.com">www.trafikdedektifleri.com website got 462,570 hits; 16,180 people registered
-OPET won the “Most Successful Koç Group Company” award in the Cooperation Developers category
-Awarded “Best Project” category in CSR awards program by Turkish Confederation of Employer Associations
- “Seat Belt” subproject launched
-Fatalities decreased 16.9% to 3.7% for children 3-17 since the inception of OPET’s Traffic Safety initiative (2013-5)
-‘Traffic Detectives’ will now enter its 5th year