BT
The Better World Campaign
The outcome
In 2006 BT launched the Better World Campaign.
The campaign has three main aims:
- To ensure that young people most in need are heard and helped
BT supports works with charities to work out practical ways of making sure these young people's voices are heard. It also helps these charities to raise money to make this possible. An example of this is the provision of new call centre technology and operational advice for Childline so that young people can be sure that their calls will be answered.
BT also works with other charities including 'I CAN' which provides training for adults who work with very young children, and 'The Place2Be' which gives primary school children a chance to express their feelings through talking, creative work and play. - To develop young people's communication skills by sharing information, knowledge, skills and tools
BT provides free educational resources to young people, and also their parents, carers and teachers. This is supported by a range of Awards for speaking and listening which in recent years have granted over £2million to schools. - To help young people campaign to create real social change
BT is working with the UK Youth Parliament on the 'Seen and Heard' project. Young people are encouraged to tell their stories about the ways in which they or their friends have changed lives and communities for the better. The winners are invited to meet influential people and members of the media.
Other activities include:
- 'Schools Question Time', in partnership with the BBC and the Institute for Citizenship
- 'Circles of Influence', in partnership with UK Youth Parliament
- 'Young Customer Hothouse', working with young people to imagine the communications technology in the future.
What are the advantages to the company?
The Better World Campaign is clearly focussed on communication skills – Better Communication for a Better World. This fits in well with the company's core business of connecting everybody and enabling good, efficient communication.
It is important that CSR is both good for business and good for the commmunity. The Better World Campaign gives something worthwhile to the community whilst enhancing both BT's reputation and brand.
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