¡°Friendly Earth Campaign¡± is Ericsson's public relations effort, by which Ericsson aimed to promote itself as a good corporate citizen to the Chinese public. The chosen concept for this campaign was to create a ¡°Friendly Earth¡± team with the Bureau of Kekecilee Resource Preservation Administration, a government agency specially formed to preserve the Tibetan antelopes.
Ericsson implemented this program in 2001. Two teams set off in different directions: one team travelled to the Northwest of China, and the other travelled to Southern China . During the trips, teams posted photos along with educational information about Tibetan antelopes at selected cities.
Challenges
• No other multinational or domestic companies have conducted a similar corporate communications campaign in China before, therefore there were no models to follow.
• Though the local government in Tibet made some effort to promote the campaign, great efforts and creativity were demanded in each province and city where the teams traveled.
• Except for the Panda, animal preservation is a relatively new concept and considered a ¡°nice to have¡± effort by the Chinese government and by the public.
Solutions
• A comprehensive below-the-line communications program including perception audits targeted to local media, advertising campaign covered seven major cities.
• Hosted two launch events in Beijing to kickoff the campaign.
• Solicited and gained local governments' support; posted photo exhibitions in 9 cities including Beijing , Shanghai , Guangzhou , Chengdu , Xian, Zhengzhou , Lanzhou , Changchun and Huhehaote.
• Featured columns in local publications discussing issues of nature and animal preservation.
• Held an online forum on an influential portal.
Result
• The campaign generated very positive feedback from the government, enterprises, academia, NGOs, media and Ericsson internal staff.
• Ericsson achieved great success in both local and central government relations.
• The campaign helped Ericsson establish a reputation as a ¡°good citizen¡±.
• Ericsson decided to extend the campaign to a three year program in China .
2005 Salient Communications China