An Overview of Our Progress and Achievements in Corporate Social Responsibility

Raising Environmental Awareness

Dentsu Group Eco Prize

Dentsu established the Dentsu Group Eco Prize in 2009 as one of its programs to improve environmental communications, and it is awarded every year. By recognizing excellence in the area of environmental activities, the prize is intended to bolster environmental communications across the Dentsu Group and enhance the sharing and accumulation of expertise and knowledge.

There are two types of prize: Category A for educational and awareness activities within the Group and Category B for activities that target activities in operations. In 2014, Dentsu received 16 applications in Category A and 16 applications in Category B. The Eco Prize winners were selected from both categories.

The awards ceremony

The awards ceremony

Awareness-Raising Using Handbooks

Dentsu creates handbooks as part of its awareness-raising activities for employee and uses them for new employee training, etc. The term 'greenwash' is used in reference to labels and advertising that use unsubstantiated information or partial data to give the impression that products or corporate activities are more environment friendly than they actually are. This practice is under scrutiny by corporations and NPOs. Dentsu uses the Greenwash Guide in order to eliminate the risk of greenwashing in advertising communications and enhance employee knowledge. Dentsu defines a 'green event' as an event that is an environment friendly one, and the Green Event Guide is used for organizing such events. The guide describes how to organize such events from the viewpoint of a PDCA cycle, in line with the flow of event management, from the planning stage to implementation and post-event evaluation. It also includes case studies that are useful in putting these instructions into practice.

Greenwash Guide

Greenwash Guide

Helping Employees Acquire Eco Test Certification

Dentsu actively encourages its employees to take the Certification Test for Environmental Specialists (Eco Test), sponsored by the Tokyo Chamber of Commerce and Industry, and has done so since the test was the first offered in 2006. The goal is to nurture, with a broad range of environmental knowledge, those employees who will play a leading role in addressing environmental issues. Employees who acquire the certification are appointed as eco officers to promote Dentsu's environmental activities, and they also carry out such roles as inspectors for internal environmental audits and judges for environmental slogans.

A total of 770 employees had acquired the certification as of the end of March 2015.

Environment-related Slogans and Posters

To fully utilize its communication resources, in 2005 Dentsu began inviting Dentsu and Dentsu Group employees and their families in Japan to submit environmental slogans. In 2016, there were a total of 7,843 entries in both the employee and family categories. The winning entries are used in posters designed by Dentsu art directors, thereby helping to raise environmental awareness among employees.

Dentsu Environmental Posters Produced in fiscal 2016

Don't just regret that it's the last of the species

What does the color “light blue” mean to you?

Don't print out things unnecessarily - take a screenshot with your smartphone instead.