Howorth helps Telstra cement the link between sustainability and ICT

Telstra and WWF launched a sustainability white paper outlining climate change, its implications for Australian industry and how information and communications technology (ICT) can help organisations reduce their carbon footprint. The white paper also included a set of tools for organisations to evaluate the environmental and financial benefits of ICT investments.

Howorth invited key business, technology and environmental writers to attend the launch, conducted via high definition video conferencing. Over 15 journalists in Sydney, Melbourne, Canberra and Adelaide attended, with key spokespeople including:

• Senator the Hon Penny Wong, Minister for Climate Change and Water
• Greg Bourne, Chief Executive Officer, WWF Australia
• David Thodey, Group Managing Director, Telstra Enterprise & Government
• Hugh Saddington, General Manager, Market Strategy and Analytics, Telstra Enterprise and Government

Howorth maximised media interest by leveraging the Australian Government’s proposed Carbon Pollution Reduction Scheme effective in 2010. The proposed changes in carbon pricing will also encourage organisations to seek alternatives to energy use and travel. Howorth recognised the implications for businesses and used this as an avenue for Telstra’s white paper to make headlines. This also helped to position Telstra as a credible technology supplier in helping business reduce their carbon emissions.

High impact targeted coverage appeared following the event including pieces in the following outlets:

• SBS
• The Australian Financial Review
• The Sydney Morning Herald
• The Age
• ABC News Radio