Customer communication.

  • Big changes start small sustainability campaign receives GWA EFFIE Award.
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  • Mailing on energy efficiency and sustainable services at Telekom sent to over 2 million customers.
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  • More than 20,630 fans like Deutsche Telekom AG's Facebook page.
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The Internet has become one of the most important sources of information for consumers. More and more consumers are exchanging information on products in blogs, forums and other networks. One of the topics that is becoming increasingly important to consumers is the sustainability of a product. In order to meet the growing demand for information and to promote the idea of sustainability among the general public, we launched the "Big changes start small" sustainability initiative in the fall of 2009 in Germany. The initiative is scheduled to run over several years. A number of international subsidiaries also launched communication campaigns during the year to promote the idea of sustainability.

Award for the sustainability initiative in Germany.

On October 13, 2011, the German association for communication agencies "Gesamtverband Kommunikationsagenturen GWA" presented the "Big changes start small" sustainability initiative with the bronze EFFIE Award, praising it for being an especially effective and efficient campaign. Within the scope of the initiative, which was launched in September 2009, we want to promote the idea of sustainability together with our 43 million customers in Germany. We hope to raise awareness of what it means to consume responsibly and to inspire people to adopt a more sustainable lifestyle.

Focal points of the 2011 sustainability initiative.

Before launching the campaign, we selected 16 focal points and conducted market research to test how important they were to our customers. In the first half of 2011, the campaign focused on the topics "Green electricity," "Child protection" and "Promoting education". The aim of the "Sharing photos online to save paper" initiative is to raise awareness of the environmental benefits of cloud computing.

Between October and December 2011, we conducted an extensive Cell phone recycling initiative. We promoted the initiative by launching extensive ad campaigns in daily newspapers, on the radio and in online media and we posted the latest news on our campaign website

As part of the sustainability initiative, we launched the "Internet— it's not a question of age" competition at the beginning of February 2012 on the topic of media skills for seniors at The winners will be announced in May 2012. The competition is supported by our partners BAGSO and klicksafe.

CR Report from the previous year

New offers at

The updated website on the sustainability initiative went online in May 2011. Users can use different interactive features and Facebook.

  • People who visited the campaign website in May 2011 had the chance to leave comments on the featured topics and to post them together with a picture. These comments have become a permanent feature on the website.
  • Between June and December 2011, the Facebook app "Baumfreunde" (Friends of the trees) was available at Users could upload a photo showing themselves hugging a tree. For each uploaded photo, Telekom planted a young beech tree within the scope of the "Living beech forests" project in the Bonn city park. The project was a collaboration between the city of Bonn and the German environmental organization Deutsche Umwelthilfe.
  • Users could download an address label to participate in the Cell phone recycling initiative via a Facebook app or the initiative's website. The proceeds went to the BILD hilft e.V. initiative Ein Herz für Kinder. Participants could use the label to send their cell phones to Telekom free of charge. During the initiative, which lasted from October to December 2011, participants also had the chance to send a heart icon with a personal message to family and friends.
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The central hub of the Telekom sustainability initiative launched in 2009 is the campaign website The website features many options for customers to consume more responsibly by using Telekom's ICT products and services. For example, the website explains how to reduce the use of plastic by downloading music online instead of buying a CD. We are calling on people to get involved through various initiatives.

Customer messages on sustainability.

Within the scope of our sustainability campaign, we contacted our customers four times in 2011, either online or via mail.

  • In May, we called upon 50,000 customers to become sustainability messengers for Telekom and to post a comment on our campaign website. Participants were eligible for our sweepstakes in which they could win a Dutch-style roadster bicycle.
  • In June and July we sent out more than two million e-mails on "Energy efficiency and sustainable services at Telekom."
  • In October, we informed 1 million customers about our involvement in the BILD hilft e.V. "Ein Herz für Kinder" initiative.
  • At the end of October, we mailed flyers to 22.7 million households, asking them to participate in our cell phone recycling initiative. The flyers also served as an envelope that allowed people to send in their old cell phones to Telekom free of charge. In November, Telekom provided an additional 150,000 envelopes to its customers in their mail.

The response to the cell phone recycling initiative was particularly positive. In 2011, we were able to collect a total of 762,000 old cell phones.

Making the world a better place with Cosmote Greece.

Cosmote Greece launched a campaign in September 2011 under the motto, "What would you do to make the world a better place?" The company asked users to submit their ideas and requests on Facebook and via a blog which was specifically set up for the campaign.

The company will evaluate all of the ideas and suggestions and some of them will be implemented with the active involvement of the initiator and other campaign participants with similar ideas. Implementation of three initiatives is scheduled for 2012. Even more ideas will be implemented in the future.

Because many users wanted to help children in need, Cosmote Greece decided to address this request first in 2011. Together with customers, the company organized games events for children at which for every point scored the amount donated towards the orphanage was increased. Following this, Cosmote Greece also donated a year of free healthcare and heating as well as a new playground to the orphanage.

Hungarian "hello holnap!" sustainability campaign.

The Hungarian subsidiary Magyar Telekom continued its "hello holnap!" sustainability campaign in 2011. In the spirit of the drive, the Magyar Telekom teamed up with leading media representatives to found the Sustainability Media Club as a way to raise awareness of sustainable practices and encourage people to take a more sustainable approach. NGOs who have their own sustainability projects can apply for grants for their projects at the Club every three months. Members of the Sustainability Media Club decide on the winners and Magyar Telekom will then finance the implementation of these projects.

The Sustainability Media Club also launched a prize worth HUF 1 million (EUR 3,436) for sustainable media reporting in 2011. The Club plans to award the prize annually. Magyar Telekom is providing the prize money. The award was presented for the first time on Magyar Telekom's fourth Sustainability Day on September 24, 2011.

Magyar Telekom has also been participating in Earth Hour, which takes place in late March, since 2008 by turning off the lighting and spotlights at its stores and branch offices for one hour. The company also held its own event to celebrate Earth Hour in 2011. It offered a 50 percent discount that day on environmentally friendly products and organized an event with concerts and other entertainment at Millenáris Park in Budapest.

CR Report from the previous year

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On December 27, 2010, Magyar Telekom launched an extensive media campaign in Hungary as part of the "hello holnap!" drive. Practical examples were broadcast on the radio, TV and online to demonstrate how each individual can help protect the environment and create a sustainable future. The Hungarian subsidiary received support from celebrities who presented their resolutions for more environmental and sustainable behavior in the new year.

The campaign website explains how Magyar Telekom can help each individual. It also contains information of the company's sustainability performance.

Press conference about environmental efforts at PTC.

The Polish subsidiary PTC organized a press conference on September 15, 2011, focusing on its environmental efforts. 25 media representatives from TV and radio stations, newspapers and online portals attended the conference. Many of PTC's environmental activities were then published by various media sources.

Anti-discrimination campaign in Poland.

PTC teamed up with the Polish government to conduct an anti-discrimination campaign in November and December 2011. The Polish subsidiary provided different communication channels such as SMS , MMS and video MMS as well as its own website that people affected by discrimination can use to submit a report to the government's anti-discrimination office.

The campaign focused on the government website, which contains a variety of information on the topic, and also provided specific tips on what to do if you witness an act of discrimination.

Globul presents first sustainability brochure.

Following the Group-wide sustainability campaign that was conducted in October 2010, the Bulgarian subsidiary Globul developed a sustainability brochure in July 2011 addressing the campaign's key topics. The brochure addresses cell phone recycling, the environmental benefits of downloading music and questions regarding online safety. The company printed 5,000 brochures on 100% recycled paper and placed them at its 169 stores and three administration buildings. The company also handed out 2,000 brochures at a children's festival along with a picture to color in.

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In October 2010 the Bulgarian subsidiary Globul launched a campaign to promote the use of e-services, such as online contracts and online billing, and worked to raise awareness of online safety and environmental protection issues. Under the motto "Big changes begin with small steps" the company used the sustainability campaign's website to raise public awareness of topics such as cell phone recycling, battery recycling, music downloads and teleconferences. combines sustainability with fun.

People who would like to combine sustainability with fun should go to Telekom's online portal, which was launched in September 2011. The portal provides information and ideas on the environment and social and health-related issues. The topics include health, fashion, energy, the environment and travel.

Life style initiative focuses on how to balance work and life.

Based on the motto "Take charge of your life," we launched a campaign on balancing work and life in June 2011 in Germany in order to make employees and the general public aware of this topic. We ran TV commercials and print ads to show how Telekom helps their employees pursue their goals with offers such as dual career planning, parental leave, flexible working hours and mobile work options.

Safe driving campaign at Cosmote.

In 2011 the Greek company Cosmote and its subsidiaries in Romania and Bulgaria continued their safe driving campaign launched in Bulgaria in 2007, which helps raise awareness of dangerous behavior such as using your cell phone while driving.

Customer communication via social media.

We want to provide Telekom customers and stakeholders with different ways of getting in touch with us. In addition to the existing service offering, we are also using different Internet platforms such as Facebook and Twitter for this purpose. Our sites on these social networks attract more and more followers each day.

  • The Deutsche Telekom AG page on Facebook boasts more than 20,630 followers (as of the end of February 2012).
  • More than 28,670 people follow Deutschetelekom on Twitter (as of the end of February 2012).

Customer support on Facebook and Twitter.

  • The Telekom-hilft page, which was launched in September 2010 and gives users the chance to ask questions about products and service and has over 29,170 followers (as of the end of February 2012), compared to some 3,000 followers two years ago.
  • Users can also contact our customer support team on Twitter. Our customer support team has more than 17,810 followers on Twitter. More than 66,110 tweets had been posted by the end of February.

All Telekom social media platforms can also be accessed through our company website,which was redesigned in 2011. There, users can access our Telekom Blog, which was launched in 2010 and complements our traditional press activities and our sites on Facebook and Twitter.
Internet users can also access current reports about the Group's innovation topics on Telekom's YouTube channel.

CR Report from the previous year

Telekom's Responsibility portal has been updated.

When we updated our company website, we also revamped our Responsibility portal. This central platform provides up-to-date information on the Group's current sustainability initiatives to the public.

Update on the 2010/2011 CR program.
Sub-targets Status of implementation/measures
Expansion of multilingual customer support at all Group units     Implementation underway.
  • Multilingual hotlines and information material
  • Assignment of English, Russian and Turkish-speaking employees in Germany and Spanish-speaking staff at T-Mobile USA

2010/2011 CR program

The current 2011/2012 CR program can be found in the "Strategy & management" section.

Your opinion is important to us!

  • Question 1
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Question 1:

How do you think we can better help our customers contribute to the sustainable development of our society?


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