The courage to explore a whole new approach to sustainability communication has paid dividends. The "We care" in-app magazine that covers sustainability topics at Deutsche Telekom has now been recognized at the Econ Awards.
The application took silver in the Digital Applications category at the awards ceremony on October 27, 2016. The judges said of their decision: "We chose the magazine because it presents important content at a high conceptual level. Topics are structured in a way that makes them sophisticated and entertaining while also providing valuable motivation for sustainable conduct. What this shows is that socially relevant topics can reach a wide readership when delivered in a creative package. The decision to publish an in-app magazine sets a good example and is something that sustainability reporting across the board can aspire to."
The idea of developing a magazine featuring the company's social and ecological commitments in a varied and entertaining publication with the aim of reaching a large public audience came about exactly two years ago, in November 2014, as part of a design-thinking workshop held with Deutsche Telekom customers and employees. "We needed to find a new, emotional and inspiring method of communication to make sustainability an interesting and relevant topic for a wide audience," said Birgit Klesper, Head of Group Corporate Responsibility (GCR) at Deutsche Telekom. "'We care' shows how complex subjects can be communicated simply and transparently." The classic printed version of the magazine was replaced entirely by the free app.
"We care" for Android and iOS devices is free to download from app stores.
Six editions of the in-app magazine are confirmation that this idea can be implemented successfully. The next edition comes out mid-November and will focus on "Shift change – Digitization in the working world".