Corporate social responsibility
« “Nearly 700 employees played Cap CSR ( corporate social responsibility game). The top 30 players received rewards relevant to social & environmental responsibility. According to a subsequent poll, the game received a satisfaction rate of practically 89%” »
Requirement
U Enseigne’s Quality, Social Safety and Environment division wanted to implement a fun game system to familiarise and acculturate employees to U Enseigne SER issues.
Another requirement was also to identify/ coach SER Ambassadors in 2021.
Idea
The idea was to design an online serious game, called Cap RSE, for U Enseigne employees. To generate enthusiasm for the serious game, we thought of creating a contest, with symbolic rewards. The game was played individually. The plot of the game transposes SER issues to a paradise island in the Pacific. Participants explore the island while solving the puzzles related to sustainable development issues. A tree system was devised to make decisions and to select the ambassadors. Volunteers could ask for contributions and ideas over the media. This enabled them to earn bonus points. Technically, employees were required to connect online to a specific address. The game lasted about 45 minutes, so participants could play and resume their session according to their needs. Finally, the project team was able to monitor and support the players during the 3 weeks of the competition.
Goals
To meet the requirement, the system had to “anchor” U Enseigne’s 5 SER commitments (know and understand), tie them to daily actions (feel concerned & take action) and arouse curiosity and interest beyond its scope of action alone (contribute, participate, promote).
The context is fun, the subject is serious, and the format is informal and inviting.
Défis
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