Hold the front page: T-Mobile tells allDecember 2008
A mobile phone company has taken the unusual step of producing an in-store newsletter on corporate responsibility aimed specifically at its customers.
T-Mobile UK has placed the publication in its 275 outlets across the country, but it will also be available online.
The Good Call newsletter, which T-Mobile claims is the first of its kind in its sector, will appear twice a year. Topics to be featured in its eight-page format will be selected by research among customers and stakeholders.
The first issue features stories on how the company is working with the UK government and other businesses in the sector to combat bullying by mobile phone; how it works with suppliers to encourage higher ethical and environmental standards; and how attempts are being made to reduce the environmental footprint of stores.
There is also a slot in which customers can send in their questions to be answered by Allison Murray, head of corporate responsibility – plus a prize draw competition and a sudoku puzzle.
Murray said the newsletter was being seen as one way to get customers to digest information that would typically appear in a CSR report but might not be read by them. Future issues will include a selection of social and environmental performance data and targets, with a pointer to more detailed information on the company’s website.
‘We wanted to strike a balance between talking about the issues, explaining how we’re tackling them with our partners, and giving everyone some easy tips on what they can do too,’ she said. ‘We think a newsletter format helps get this balance right.’
T-Mobile has recently stepped up its efforts on CSR under the direction of a board-level corporate responsibility steering group (EP9, issue 4, p7).
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