Campaign Expertise
  • Corporate Social Responsibility
  • Partnership Development

How do you convince a red kangaroo to go green?

Making a leap towards energy consumption.

Widely regarded as the world's leading long distance airline and one of the strongest brands in Australia, Qantas wanted to develop a sustainability program that touched its many diverse business units and job functions. There was just one thing standing in their way – logistics. From the flight crew to engineering, customer service to catering, the ability to create meaningful behavioral changes within its many different roles was posing to be a big hurdle. They needed to create a global, overarching strategy that could be administered locally.

Intimately familiar with the challenges of implementing an eco-strategy, Impact Communications recognized that the first step was to educate all employees with the general key messages of the company’s sustainability program while developing an action plan that could be applied locally. From fuel to paper to energy, this would allow company-wide action on a broad range of key initiatives.

The team developed the Be Green sustainability program as the first stage of a long term strategy. We interviewed employees about their perceptions of the environment and what their opinions were as to potential barriers.  Communication was aimed at the broader objectives of the program and its relevance to all of its employees and stakeholders. An education program was created to align elected eco ambassadors in developing a localized set of actions that were relevant to their division. Tactics focused on immediate actions such as paper reduction targets for offices, energy reduction for airports and fuel reductions for flight operations.

Qantas has already seen a number of exciting actions ranging from the brand team turning off Qantas logos on buildings to “turning off the lights” in offices to emphasize its existing fuel conservation plans. Awareness of the program has built considerably with a major increase in volunteers joining the eco teams in all sections and increased requests for take home information.