Value to Turkey, Worth to Turkey: The Problem: The rates of awareness about Türk Telekom’s social responsibility projects, which have been going on for ten years, are not on a desired level. The Idea:Putting social responsibility projects under an umbrella brand for creating a higher degree of awareness countrywide and having the chance to relaunch them all at the same time.The Strategy:Integrated relaunch campaign where local public and media targeted with commercials, radio spots, outdoors, PR road show and microsite.The Results:59,498,656 people were reached and 32 percent said that they regarded Türk Telekom in the top three list in participating social responsibility projects.

76 Türk Telekom Schools, 950 Internet Houses enabling free access; 82 e-billing forests encouraging e-billing in the country; Sports Clubs in 41 provinces presided by Turk Telekom Provincial Directors and supported financially and morally by Turk Telekom employees on voluntary basis . For the relaunch campaign; corporate social responsibility projects were used in commercials, radio spots, and outdoor ads. 82 different ad designs, one for each province, were prepared for radio and outdoors. A microsite www.turkiyeyedeger.com.tr ,a PR roadshow was initiated in which projects are presented to the media through press meetings with the attendance of Provincial Directors and local media in 12 regions.

Increase in the countrywide awareness is targeted at the Value to Turkey, Worth to Turkey umbrella brand and the social responsibility projects under its scope has been achieved.

During the launch, 59,498,656 people were reached through 264 articles and 210 Internet reports. Commercials have were watched at least once by 12,821,256 people, 1+86 % and also 8,517,190 people 4+ %57 of target audience on TV and %45,22 of target audience indicates 8,517,190 people have been reached on journals. 9,074,000 of the people targeted were reached through magazines and radio and 500 journalists from the local press in 81 provinces has attended the press meetings.In 2010, Global TNSPiar asked people over the age of 18 on what level did they see Türk Telekom’s participation in social responsibility projects. At the end of the research, 32 percent said that they regarded Türk Telekom in the top three list participating in social responsibility projects.