Prezentacja programu PowerPoint
„I bike and help”
CSR action in Europa Centralna
Table of content
1. 2. 3. 4. 5. 6. 7.
Description of the action Goals of the action First stage of the action Second stage of the action Summary of advertising campaign Summary of publicity coverage Summary of results
p. 3 p. 4 p. 5 - 10 p. 11 - 16 p. 17 p. 18 p.19
Description of the action
Lack of active ways of spending free time and the
“I bike and help” – the CSR programme of Europa
increasing obesity of Poland’s society is not only
Centralna Shopping Centre to promote active leisure on a
one of the civilizational challenges, but also the
bike in which the participants biked kilometers to be
problem of the Silesian Urban Area, in which Europa
converted to money and subsequently handed over for the
Centralna in Gliwice is located.
rehabilitation of the youngest residents of Gliwice. As part of the action a family bicycle rally took place during which
As a family shopping centre, wanting to combine
the financial equivalent of the biked distance of 42,500 km
what is pleasant with what is useful, a decision was
was handed over.
made to encourage residents of the region to be
The purpose of the project was to actively engage the
active by spending their leisure time on a bike.
brand to promote sports activities of residents in the immediate centre’s catchment area.
Goals of the action
Key objectives and challenges related to the event: •
promote an active lifestyle as part of the Centre’s strategy among customers, tenants, employees and business partners involved in the project
•
involve the residents of Silesia Region in active assistance to one of the oldest public benefit organization that helps children with disabilities living in Gliwice
•
promote the centre’s brand through stronger rooting among active people and increase local brand recognition of the Centre as an active partner of the local community build
•
local partnerships for active leisure
Summary of the action 1st stage The project “I bike and help” consisted of two parts.
The first part, lasting from 8 July to 18 September 2017 was a bicycle campaign, in which Europa Centralna Shopping Centre
undertook to hand over PLN 0.15 for each kilometer biked to the benefit of the Social Committee for People with Disabilities - the oldest public benefit organisation in Gliwice, helping in the rehabilitation of the youngest residents of the western part of the Silesian conurbation. The total number of kilometres biked during almost 2.5 months was 42,500 km. It should be noted, however, that a single cyclist could record no more than 150 km daily. The bikers were both young and mature residents of Gliwice, Zabrze, Knurów and other cities and towns of the region.
Summary of the action 1st stage A special platform was created to communicate with customers. It was used to record participation in the project, which entitled participants to receive “I bike and help” t-shirts and sticker. Participation and kilometers biked were also recorded in the platform. The site monitored the involvement of participants in the project on an ongoing basis. It was provided with a special odometer updated as a next distance has been covered on bikes.
Summary of the action 1st stage First 1,000 participants received “I bike and help” t-shirts and sticker.
Summary of the action 1st stage 1,737 people engaged in the “I bike and help” project.
Summary of the action 1st stage The bikers were both young and mature residents of Gliwice, Zabrze, Knurów and other cities and towns of the region. The total number of kilometers biked during almost 2.5 months was 42,500 km.
Summary of the action 1st stage
Summary of the action 2nd stage
The second, final part of the project was the family bicycle picnic, organised on the car park of Europa Centralna Shopping Centre. Almost 650 participants, aged between 2 and 72 years, showed up compete in a friendly manner, taking part in races and family bicycle relay as well as all kinds of road safety activities and demonstration drills of emergency services (police, fire brigade). The final event was the presentation of individual awards and the handover of PLN 15,000 for the Social Committee for People with Disabilities, which was the equivalent of kilometres biked plus an additional donation from the Centre.
Summary of the action 2nd stage Almost 650 participants, aged between 2 and 72 years, showed up compete in races and family bicycle relay.
Summary of the action 2nd stage
Summary of the action 2nd stage
Summary of the action 2nd stage Road safety activities and demonstration drills of emergency services (police, fire brigade).
Summary of the action 2nd stage Handover of PLN 15,000 for the Social Committee for People with Disabilities, which was the equivalent of kilometres biked plus an additional donation from the Centre.
Summary of advertising campaign „I bike and help” action was based mainly on PR communication.
It was supported by: •
BTL communication - posters were exposed on stands through the shopping mall.
•
Digital communication - Banners and posts were exposed on center’s website, center’s profile on FB and local websites
•
ATL communication (radio & press) to inform about the family picnic
Summary of publicity coverage 549 publications in the TV press, radio and the Internet worth nearly EUR 94,000
Summary of results •
150 hours of rehabilitation, received by the youngest residents of Gliwice and the surrounding area thanks to the biked 42,500 kilometres
•
PLN 15,000 transferred for the Social Committee for People with Disabilities
•
2,387 people engaged in the project who biked 42,500 kilometres and burned more than 1,500,000 kcal
•
7,675 views on the “I bike and help” site
•
Project drew the attention to issues related to active leisure with family and people living close to inhabitants of centre’s catchment area.
•
Project was widely commented and shared in the social media, including by healthy and charity institutions. There were dozens of different posts and shares as well as hundreds of other interactions – comments and likes.
•
A total of 549 publications about the project were published with the total AVE of € 94,000
•
project brought an opportunity to undertake measures related to the perception of the Centre as a place which is
not only friendly to motorists - number of negative comments on access to the centre noticeably decreased by 83%.
Thank you
CSR action in Europa Centralna
Table of content
1. 2. 3. 4. 5. 6. 7.
Description of the action Goals of the action First stage of the action Second stage of the action Summary of advertising campaign Summary of publicity coverage Summary of results
p. 3 p. 4 p. 5 - 10 p. 11 - 16 p. 17 p. 18 p.19
Description of the action
Lack of active ways of spending free time and the
“I bike and help” – the CSR programme of Europa
increasing obesity of Poland’s society is not only
Centralna Shopping Centre to promote active leisure on a
one of the civilizational challenges, but also the
bike in which the participants biked kilometers to be
problem of the Silesian Urban Area, in which Europa
converted to money and subsequently handed over for the
Centralna in Gliwice is located.
rehabilitation of the youngest residents of Gliwice. As part of the action a family bicycle rally took place during which
As a family shopping centre, wanting to combine
the financial equivalent of the biked distance of 42,500 km
what is pleasant with what is useful, a decision was
was handed over.
made to encourage residents of the region to be
The purpose of the project was to actively engage the
active by spending their leisure time on a bike.
brand to promote sports activities of residents in the immediate centre’s catchment area.
Goals of the action
Key objectives and challenges related to the event: •
promote an active lifestyle as part of the Centre’s strategy among customers, tenants, employees and business partners involved in the project
•
involve the residents of Silesia Region in active assistance to one of the oldest public benefit organization that helps children with disabilities living in Gliwice
•
promote the centre’s brand through stronger rooting among active people and increase local brand recognition of the Centre as an active partner of the local community build
•
local partnerships for active leisure
Summary of the action 1st stage The project “I bike and help” consisted of two parts.
The first part, lasting from 8 July to 18 September 2017 was a bicycle campaign, in which Europa Centralna Shopping Centre
undertook to hand over PLN 0.15 for each kilometer biked to the benefit of the Social Committee for People with Disabilities - the oldest public benefit organisation in Gliwice, helping in the rehabilitation of the youngest residents of the western part of the Silesian conurbation. The total number of kilometres biked during almost 2.5 months was 42,500 km. It should be noted, however, that a single cyclist could record no more than 150 km daily. The bikers were both young and mature residents of Gliwice, Zabrze, Knurów and other cities and towns of the region.
Summary of the action 1st stage A special platform was created to communicate with customers. It was used to record participation in the project, which entitled participants to receive “I bike and help” t-shirts and sticker. Participation and kilometers biked were also recorded in the platform. The site monitored the involvement of participants in the project on an ongoing basis. It was provided with a special odometer updated as a next distance has been covered on bikes.
Summary of the action 1st stage First 1,000 participants received “I bike and help” t-shirts and sticker.
Summary of the action 1st stage 1,737 people engaged in the “I bike and help” project.
Summary of the action 1st stage The bikers were both young and mature residents of Gliwice, Zabrze, Knurów and other cities and towns of the region. The total number of kilometers biked during almost 2.5 months was 42,500 km.
Summary of the action 1st stage
Summary of the action 2nd stage
The second, final part of the project was the family bicycle picnic, organised on the car park of Europa Centralna Shopping Centre. Almost 650 participants, aged between 2 and 72 years, showed up compete in a friendly manner, taking part in races and family bicycle relay as well as all kinds of road safety activities and demonstration drills of emergency services (police, fire brigade). The final event was the presentation of individual awards and the handover of PLN 15,000 for the Social Committee for People with Disabilities, which was the equivalent of kilometres biked plus an additional donation from the Centre.
Summary of the action 2nd stage Almost 650 participants, aged between 2 and 72 years, showed up compete in races and family bicycle relay.
Summary of the action 2nd stage
Summary of the action 2nd stage
Summary of the action 2nd stage Road safety activities and demonstration drills of emergency services (police, fire brigade).
Summary of the action 2nd stage Handover of PLN 15,000 for the Social Committee for People with Disabilities, which was the equivalent of kilometres biked plus an additional donation from the Centre.
Summary of advertising campaign „I bike and help” action was based mainly on PR communication.
It was supported by: •
BTL communication - posters were exposed on stands through the shopping mall.
•
Digital communication - Banners and posts were exposed on center’s website, center’s profile on FB and local websites
•
ATL communication (radio & press) to inform about the family picnic
Summary of publicity coverage 549 publications in the TV press, radio and the Internet worth nearly EUR 94,000
Summary of results •
150 hours of rehabilitation, received by the youngest residents of Gliwice and the surrounding area thanks to the biked 42,500 kilometres
•
PLN 15,000 transferred for the Social Committee for People with Disabilities
•
2,387 people engaged in the project who biked 42,500 kilometres and burned more than 1,500,000 kcal
•
7,675 views on the “I bike and help” site
•
Project drew the attention to issues related to active leisure with family and people living close to inhabitants of centre’s catchment area.
•
Project was widely commented and shared in the social media, including by healthy and charity institutions. There were dozens of different posts and shares as well as hundreds of other interactions – comments and likes.
•
A total of 549 publications about the project were published with the total AVE of € 94,000
•
project brought an opportunity to undertake measures related to the perception of the Centre as a place which is
not only friendly to motorists - number of negative comments on access to the centre noticeably decreased by 83%.
Thank you
