Corporate responsibility report - print and online
Brief
O2 adopted a 3-tier approach to CR reporting. We designed two of them - a printed CR report focusing on key issues driving readers to more detail online - and a range of consumer leaflets to be given out at retail outlets, highlighting the company's CR programme and addressing one or two local key issues or initiatives specific to that end-market.
Response
The printed CR report was aimed at informed CR readers, influencers and NGOs, rather than the consumer. It was designed in an editorial style, full of short engaging articles and visually arresting images. The report opened up with a 'tear-off-and-keep' concertina leaflet, focusing on facts about mobile use and helpful hints, such as safety tips and useful numbers.
There were four versions of the report produced for the end-markets: UK, Ireland, Germany and Czech Republic. In addition to the 'core' report, which was common to all, the end-market versions had pages that addressed local social and community issues. The German report was produced in German, the others in English.
