Leading transport and logistics business Gebrüder Weiss asked Porter Novelli to help it develop a long-term CSR initiative in Slovakia that was relevant to its shipments business.
The ‘A cent from each shipment’ campaign focused on the importance of integrating people with disabilities and mental health problems into work and the community – a particular problem in post-socialist countries. The company donated a cent from every Slovakian shipment to support the not-for-profit Radnička coffee shop in Bratislava, which only employs waiters with disabilities. In two years, the initiative has funded the café to the tune of 15,000€ and put the issue of employing those with disabilities on the media agenda. The ‘A Cent From Each Shipment’ campaign succeeded in putting the employment of people with disabilities and mental health problems on the media agenda: the project has been covered by all the target opinion-forming media in Slovakia, with a total of 54 pieces of coverage. The media coverage and public interest in the project gave additional momentum to the re-opening of the Radnička coffee house.
