1,400 E.ON employees register as stem cell donors
E.ON wins prestigious 2017 German PR Report Award 2017 for internal communications campaign in partnership with DKMS
Joint Press Release
“Let yourself be found” is the slogan of an unusual campaign in which E.ON invited its employees worldwide to register as potential stem cell donors. What sounded like an advertisement for a dating website turned out to be an invitation to do good. “Somebody was looking for me. I got a match. She’s 62 and has leukemia,” says E.ON employee Nicolas. It’s a true story. He donated stem cells to help another person, as have about 30 other E.ON employees.
The purpose of the campaign, which received the 2017 PR Report Award for internal communications yesterday evening in Berlin, was to encourage as many employees as possible to register. Around 1,400 employees in Germany, the United Kingdom, the United States, Italy, Romania, Slovakia, the Czech Republic, and Hungary heeded the call. The DKMS (which is active in Germany, the United Kingdom, the United States, and other countries) and other partner organizations in Europe ensured that the registration process was smooth and professional. In addition to providing information about leukemia, they registered employees or referred them to stem cell registers in their respective country. E.ON covered all the costs.
The campaign video quickly went viral on Connect, the corporate social network that enables all E.ON employees to work together and share information globally. “Words don’t suffice to express my thanks to all the donors and those who registered,” wrote a staff member whose daughter had leukemia.
“E.ON’s mission is to improve people’s lives. This primarily means focusing on the needs of our customers and on individually tailored energy solutions to make their lives easier and more comfortable. But it also means helping people in need. That’s why so many employees responded to the campaign,” says Barbara Schädler, Head of Communications and Government Affairs at E.ON SE. The campaign told the story of four E.ON employees who had already donated stem cells, giving hope to leukemia patients and even saving lives. “The campaign was a success because it was our own employees telling a compelling story about their commitment to help people suffering from this disease,” says Florian Dötterl, Head of Internal Communications. The campaign webpage had more than 30,000 hits inside E.ON alone.
“Companies that take their social responsibility seriously are important partners for us in the fight against leukemia,” says Sabine Freude, Managing Director of DKMS. “Our partnership with E.ON was noteworthy for the international scope of the internal communications campaign. It was the first time we had ever registered employees from a single company on several continents. We’re very pleased that the campaign has received an award and hope very much that it helps many more leukemia patients worldwide.”