DHL has launched a new global brand campaign “The Power of Global Trade“ to show how logisticsconnects people and improves their lives while the Deutsche Post DHL Group has also improved its
own carbon efficiency by 23% last year.The new advertising campaign puts a strong emphasis on the link between trade, prosperity andlogistics and the positive impact of the latter on the lives of people. The concept comprises printads, advertisements in online and ‘Out-of-Home’ media, as well as TV spots and social mediaactivities.
The TV spots and print ads will run on media with global reach as well as in six defined coremarkets including China, Germany, India, Mexico, UK, and the USA. A group-wide internal brandcampaign “Connecting people. Improving lives” additionally supports the positioning of the DHLbrand.
The ‘Power of Global Trade’ includes two emotional TV spots, in which DHL and global trade areshowcased as enablers of education in Africa and medical care in South America. Additionally, ashort film featuring DHL employees from Namibia and Chile is available online.
“We want to emotionalise the brand DHL more strongly to differentiate ourselves from ourcompetitors,” said Christof Ehrhart, Executive Vice President Corporate Communications andResponsibility, Deutsche Post DHL Group. “Global trade is the engine that drives economic growth aswell as individual prosperity across all continents on the planet. The campaign shows DHL as aresponsible logistics provider which connects people and improves their lives. By telling the storythat global trade makes the world a better place, we build a strong and optimistic platform for thevalue logistics brings to society.”
Separately, Deutsche Post DHL has highlighted its 23% reduction of CO2 emissions last year inits new corporate responsibility report. The company explained that it is another big step towardsachieving its goal of improving the carbon efficiency of its operations (and that of itstransportation subcontractors) by 30% by 2020 as compared to 2007.
Last year, Deutsche Post DHL transported a total of 2.12 billion climate-neutral shipments. Inaddition, it continued to increase the eco-efficiency of its fleet in 2014 now operating 11,200eco-friendly vehicles, with a total of 17,600 efficiency-improvement measures carried out on thevehicles till today. This improved the climate-friendliness of its fleet by more than12%. Thepercentage of electricity from renewable energy sources used across the Group in buildings,facilities and electric vehicles also increased to over 61%.
Another positive development is the fact that Deutsche Post DHL was listed again in the DowJones Sustainability Indices World and Europe in 2014 and received the highest rating from MSCI, aleading provider of investment decision support tools.
As part of the DHL ‘GoHelp’ disaster preparedness programme “Get Airports Ready for Disaster”(GARD), Deutsche Post DHL conducted trainings at seven airports in the Dominican Republic, Jordan,the Philippines, Peru, Sri Lanka and twice in Armenia last year.
In the area of corporate citizenship, Deutsche Post DHL expanded its partnership with the globaleducational initiative “Teach For All” to include the country organisation “Enseña Ecuador”, andnow includes a total of eight countries. Last year, 1.15 million children and young people aroundthe world benefitted from the work of Teach For All’s 35 country organisations. In addition,Deutsche Post DHL expanded the collaboration with “SOS Children’s Villages” to include partnershipswith ten additional country organisations bringing the total number of partnerships to 24.
Last year, approximately 108,000 Deutsche Post DHL employees in 117 countries got involved inGlobal Volunteer Day and contributed 245,000 hours of volunteer work. Despite difficult globaleconomic conditions, the Group’s workforce continued to grow to more than 480,000 employees andover 5,000 apprentices and trainees last year.
“Corporate responsibility is a major success factor. Our aim is to conduct our business in aresponsible manner, to develop sustainable products and solutions for our customers and to applyour company’s core competencies for the good of society,” Ehrhart added.
