最佳社会责任奖

普华永道

雇主品牌项目简介：

     As part of PwC’s efforts to take climate action, we have set ourselves a science-based commitment to achieve net zero greenhouse gas emissions by 2030. The commitment includes supporting our clients to reduce their emissions as well as   reducing those from PwC’s operations and suppliers. To ensure PwC achieves net zero by 2030, ever   y part of our business will need to work together, and it requires transformational behavior and technological changes. We’re continually looking at ways to engage PwCers and inspire individual behavior change to help solve climate change.

       Over the past year, PwC has initiated five transformational firm-wide campaigns to unite PwCers to solve climate change, beginning their low-carbon journey through a creative digital approach, and accelerate the transition to a net zero future. These campaigns directly contribute to PwC’s net zero commitment, which is part of PwC’s core ESG strategy.

项目创意与内容：

       企业社会责任项目与雇主品牌的关联点

    At PwC, we respect the environment and are committed to understanding and reducing our impacts. As part of PwC’s efforts to take climate action, we have set ascience-based commitment to achieve net zero greenhouse gas (GHG) emissionsby 2030, covering our operational emissions and those in our supply chain. We also continually evaluate new ways to address other environmental concerns raised by our stakeholders. A large part of our sustainability programme involves engaging our employees and raising awareness on environmental issues, inspiringindividual behaviour change and facilitating meaningful interactions with the environment.

项目策略：

     Over the past year, PwC has initiated five transformational firm-wide campaignsto unite PwCers to solve climate change, beginning their low-carbon journey through a creative digital approach, and accelerate the transition to a net zero future. These campaigns directly contribute to PwC’s net zero commitment, which is part of PwC’s core ESG strategy. • Campaign 1: PwC Personal Carbon Calculator. We launched the PwC Personal Carbon Calculator, a tool to help PwCer understand and measure their carbon footprint, and make effective lifestyle changes. • Campaign 2: PwC’s travel emissions dashboard. We launched PwC’s travel emissions dashboard, allowing every PwCer to engage in PwC’s decarbonisation journey by understanding the firm’s business travel emissions in a more transparent and timely way. • Campaign 3: PwC individual air travel reports. We distribute annual individual air travel reports to each PwCer, providing their air travel statistics, associated carbon emissions, and benchmarks across the firm. • Campaign 4: PwC’sGo green. Get on track. We enhanced our travel policy ‘Go green. Get on track.' incentivises our people with 1st class tickets and financial benefits when choosinghigh-speed rail as a low-carbon alternative to flying. 14 additional routes acrossChina are now eligible, building on the success of the pilot initiative that has provided an upgraded and green travel experience between Beijing and Shanghai since the start of the programme. • Campaign 5: PwC Green Week. We celebrated Green Week, a whole week, firmwide campaign to raise awareness and engage our people in sustainability issues.

项目背景：

      As part of our efforts to fight climate change, PwC has made a global commitment to achieve net zero greenhouse gas (GHG) emissions by 2030. We commit to reducing our total greenhouse gas emissions by 50% in absolute terms by 2030, and investing in carbon removal projects to achieve net zero climate impact by 2030. An essential part of our operation decarbonization involves engaging our employees and raising awareness on environmental issues, inspiring individual behaviour change and facilitating meaningful interactions with the environment.

腾讯音乐

雇主品牌项目简介：

       2018年腾讯音乐娱乐集团发布腾讯音乐公益计划， 围绕三大公益战略“音乐关爱”、“文化传承”、“音乐教育”展开。 旨在用音乐传递爱与能量，让音乐发挥更大的社会价值。2017-2021，腾讯音乐公益计 划以音乐关爱作为桥梁对特殊 群体进行帮扶，持续五年推出 “星星”系列公益专辑，挖掘音乐更广泛社会价值，给予特殊群体向外界表达的机会。2022年腾讯音乐公益计划音乐关爱将公益、音乐与绘画融合，将音乐的治愈能量融入绘画作品，特殊群体用形状与旋律勾勒他们眼里的世界，用绘画赋予音乐形态，具象音乐价值，让音乐可以被听到、被看⻅、被收藏——推出如果“音乐”有形状专题公益活动。

项目创意与内容：

       企业社会责任项目与雇主品牌的关联点

       TME雇主品牌强调以TME人才观为根基，衍生出“热爱”“探索”“协同”三个关键词。“热爱”是TME优秀人才内在的驱动力，代表着自驱与不断挑战，敢于突破边界，坚韧不拔，勇于承担，不止于敢想，更敢拼。同时我们也希望对音乐本身的“热爱”，或者对于技术的热爱等等，让我们在TME相遇，通过我们的努力，创造音乐无限的可能。“探索”是指要保持对行业和专业的持续学习和研究，发现更多可能，以可持续的方式创造用户价值，寻找最优路径付诸实践。最后，“一起”和“共同”指在认同组织的大前提下，高效协同，全力合作，一路同行！而如果“音乐”有形状这场专题公益活动，表达的核心思想就是我们怀揣着对于音乐的热爱，用创新的方式，赋予音乐公益更多可能，并通过联动明星艺人资源，TME旗下各平台资源，为整场公益活动提供更大的品牌传播的价值，让社会关注到“星星的孩子”。并将音乐数字藏品与公益结合，让公益不仅仅停留在“喊口号”或者“吸引关注”，真正为这个群体转化成实打实的捐赠。

       项目策略

       2022年世界孤独症日，企划“如果音乐有形状”系列关爱内容，拓展腾讯音乐公益计划内容价值与可持续模式。传播策略：围绕专项主题，创新内容形式线上线下联动，整体包括预热期-主题官宣，藏品预约；上线期-藏品/单曲/展览；长尾期-单独/盘点发酵三个阶段。

       项目背景

       2018年腾讯音乐娱乐集团发布腾讯音乐公益计划， 围绕三大公益战略“音乐关爱”、“文化传承”、“音乐教育”展开。 旨在用音乐传递爱与能量，让音乐发挥更大的社会价值。2017-2021，腾讯音乐公益计 划以音乐关爱作为桥梁对特殊 群体进行帮扶，持续五年推出 “星星”系列公益专辑，挖掘音 乐更广泛社会价值，给予特殊 群体向外界表达的机会。2022年腾讯音乐公益计划音乐关爱将公益、音乐与绘画融合，将音乐的治愈能量融入绘画作品，特殊群体用形状与旋律勾勒他们眼里的世界，用绘画赋予音乐形态，具象音乐价值，让音乐可以被听到、被看⻅、被收藏——推出如果“音乐”有形状专题公益活动。

       创意阐述

       2022年腾讯音乐公益计划音乐关爱将公益、音乐与绘画融合，将音乐的治愈能量融入绘画作品，特殊群体用形状与旋律勾勒他们眼里的世界，用绘画赋予音乐形态，具象音乐价值，让音乐可以被听到、被看⻅、被收藏——推出如果“音乐”有形状专题公益活动。

宜家中国

雇主品牌项目简介：

宜家进入中国23年始终致力于打造一个独特的、有意义的、令人信赖的品牌，公司和雇主。宜家的雇主品牌起源于我们的愿景“为大众创造更美好的日常生活。”我们希望在中国的劳动力市场建立长久的雇主品牌及影响力，覆盖不同的人群和渠道，持续为业务的发展助力。今年宜家全球将雇主价值主张进行了更新，更加关注社会，聚焦个人。

项目创意与内容：

       企业社会责任项目与雇主品牌的关联点

       现在，宜家将比以往任何时候都更注重以身作则，对人类和地球产生积极影响。要将关爱人类于地球理念贯彻在我们工作的方方面面，为现在，也为将来。

      项目策略

      从关爱人类与关爱地球的角度出发，组织不同的活动来贯彻且也社会责任。

       项目背景

      1. 与上海儿童医学中心合作，打造具有宜家特色的安全健康活动场所，让每一个暂时居住在这里的小朋友都能安心地玩耍。

      2. 佛山商场打造有机农场，员工们可以自由地种植自己喜爱的瓜果蔬菜、收养流浪的小动物，给它们安家，实践可持续绿色家园

      3.为供应商的工人与其孩子们推出的关爱项目，打造家庭宿舍和课后活动中心

      4. 员工齐心，共同抗击新冠疫情

      5. 宜家天津东丽商场全球首家能源友好型商场