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 initially 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 more than a decade of close collaboration between Yell and Ideal on environmental and CR strategy, campaigns and communications.

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 counsel on programmes for local community involvement as well as national charity support.

We have written everything from websites, press releases, editorial copy, educational packs, local authority toolkits, newsletters, marketing collateral and award entries.

A job well done ...
The highlight of our collaboration with Yell has, without doubt, been the Yellow Woods Challenge. We developed this award-winning eco-educational environmental initiative in 2001 and launched in 2002 with campaign mascot, Kirk.

In total, it involved more than 3m children in recycling millions of old Yellow Pages directories. Schools won hundreds of thousands in prize money while match funding for the Woodland Trust has enabled acres of trees to be planted across the UK.

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