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SK Innovation, Korea’s largest energy chemical company, is accelerating its transition to an eco-friendly business model by focusing on the plastic recycling business and expanding its range of eco-friendly products. As part of this initiative, the company launched the “Sanhaejinmi” campaign with the goal of raising awareness about the environmental impact of plastic waste and promoting daily eco-friendly practices. The company’s management and employees participated in creating a campaign song and a music video, which were received well by the general public, especially through social media events. Another key strategy was the implementation of an intensive practice period called “Sanhaejinmi Week, during which employees were encouraged to share photos of their eco-friendly practices on Instagram. Local business sites also played a crucial role by motivating stakeholders in their respective locations to participate in campaign activities. In 2022, the campaign achieved significant engagement, with 266,389 people participating in plogging, which resulted in the collection of a total of 1,202,744 kg of garbage. The post-campaign survey confirmed the success of the campaign in influencing citizens’ awareness of the environmental pollution crisis.

목차

Abstract
INSIGHTS & ANALYSIS
Emphasis on ESG and Expansion of Eco-friendly Business Strategy
Increase in Plastic Waste and Its Threat to the Earth
SK's Challenge Toward Becoming the World's Largest Urban Oil Field (Plastic Recycling) Company
The Importance of Practicing Environmental Friendliness in Daily Life
PLANNING
Objectives
Audiences
Key Messages
Strategic Components
EXECUTION
Step 1. The campaign defined the environmental problem and clarified its relevance with the ESG management strategy that the company wants to promote.
Step 2. We created appealing and tactical slogans and sparked the motivation for participationamong our members from a corporate-cultural perspective.
Step 3. We used an intensive practice period called “Sanhaejinmi Week” to induce company-wide action.
Step 4. Local business sites took the lead and encouraged stakeholders in their respective locations to participate in the activities.
Step 5. We expanded our network by bringing in public institutions with nationwide bases into the campaign.
Step 6. In collaboration with a leading Korean volunteer organization, we spread the campaign nationwide.
Step 7. Overseas business sites are activelyparticipating in the campaign and expanding campaign networks with local communities.
Step 8. The change in perception before andafter participation was measured among campaign participants.
RESULTS
Members’ Participation
Solidarity with Stakeholders
Campaign’s Nationwide Spread and Citizen Participation
Overseas expansion
Measuring Changes in Personal Perception through the Campaign
Measuring Social Changes Through the Data Plogging App

키워드

저자

• SK innovation. Co. Ltd & 8 Subsidiaries [ SK innovation. Co. Ltd & 8 Subsidiaries ]

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간행물

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• 간행물명

  AJPR [Asian Journal of Public Relations]

• 간기

  연간

• eISSN

  2568-2812

• 수록기간

  2017~2023

• 십진분류

  KDC 326 DDC 338