Yell is a leading international directories business and publishes Yellow Pages directories in the UK. Yell is committed to environmental and corporate responsibility (CR).
Ideally ...
Yell wanted help with an internal comms drive to raise awareness of its environmental policy and programmes and to engage its employees in an effort to achieve the environmental standard ISO14001. This was back in 1998 and marked the start of a decade of close collaboration between Yell and Ideal on environmental and CR strategy, campaigns and communications.
In 2008, Yell asked Ideal to work on redeveloping its flagship environmental campaign, the Yellow Woods Challenge, to respond to changing needs of the business and key stakeholders.
Getting on with the job ...
For more than a decade, Ideal has provided Yell with consultancy on environmental and CR best practice; management of corporate partnerships, and strategic and creative advice on programmes for local community involvement as well as national charity support.
We have written stacks of communications materials including websites, press releases, editorial copy, educational packs, local authority toolkits, newsletters, marketing collateral and award entries.
We have been working on the award-winning Yellow Woods Challenge since 2001 in both a strategic and hands-on capacity – from original concepts through to continuous improvements based on stakeholder consultation.
A job well done ...
Yell has held the ISO14001 standard since 1998, has won the European Quality Award and the Queens Award for Sustainable Development twice. The Yellow Woods Challenge has also won several BIG Tick, Green Apple and CIPR awards.
Half a million schoolchildren each year get involved in recycling Yellow Pages directories as part of the Challenge. They learn about the environment and have won nearly £400,000 for their schools. Hundreds of schools have also entered the optional Big Yellow Pages Art Competition. For every pound awarded to schools, Yell has donated a matching pound to charity partner Woodland Trust.
Julie McCallum, Yellow Woods Challenge manager at Yell, said:
“I took over internal management of the Challenge in 2008 and I don’t know what I’d have done without Debbie’s support. She brings so much knowledge to the programme – both historically and from a professional external perspective. It amazes me that she can still come up with so many creative ideas for the campaign after all these years of being so closely involved.”
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