Company: OPET
Nomination Submitted by: Business Awards Consulting
Company Description: OPET is one of the market leaders in the fuel sector with its 1800+ stations across Turkey, with 19.2% in white products and 33.5% in black Products which is founded by former teacher couple Nurten & Fikret Öztürk.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Diversity, Equity & Inclusion
 Nomination Title: OPET Women's Power
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The project launched in 2018 and still continues. This submission covers 2020-2021 achivements and communication campaigns.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 250 words used.
In the Global Gender Gap Report of the World Economic Forum(WEF), Turkey ranks 136th in women's labor force participation and equal opportunity, and 130th in gender gap indexes.
In Turkey, only one-third (35%) of women join labor force, and only 3/10 women in labor force continue working. Female employment rate is 3 times lower than males, only 26.3%. Only 1/5 young Turkish women work. In addition, 6% of working women quit their jobs every year due to household chores. It is clear that companies in Turkey should take responsibility in order to provide equal opportunities and support women in their careers.
OPET, Turkey's leading fuel company, has made a radical change with Women's Power Project which started in 2018 with the aim of contributing to increase of women's employment in Turkey. By breaking the prejudices of the society and offering employment opportunities to women in positions such as fuel sales officer, station manager and shift supervisor, which are perceived as male-specific occupations with the understanding of "Careers has no gender". The number of female employees at the stations has exceeded 3,000 since beginning of the project.
OPET, which employs female fuel sales officers in 79 cities of Turkey (over 81 cities), increased the number of female fuel sales officers working at the pump from 27 to 945 and increased the number of female market employees from 576 to 1221 with the Women’s Power Project aiming at least two women at every station in all regions of the country.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 227 words used.
The Women's Power project is an awareness and gender equality program initiated to employ female front-line employees in different positions at gas stations, which is known as a male-dominated job.
OPET Board Member Filiz Öztürk said, “We set out with our project with the aim of creating a significant change not only in OPET but also in our society. We aim to ensure that the perception that the profession has no gender and to show that women can successfully exist in all areas of working life if given equal opportunity’
In 2020 and 2021, OPET organized widespread communication campaigns throughout the country to deliver the campaign to all segments of the society, and to ensure that women from different socioeconomic status and education levels are aware of the project. (details of 2020 and 2021 campaigns are presented as appendices)
OPET combined the Women's Power project with a different social sensitivity in 2021. Forest fires, which deeply affected the world ecosystem at the beginning of 2021, also affected Turkey. Only in 2021, 1171 forest fires broke out in Turkey, 200,000 hectares of forest area were burned and 13 people died in these fires. OPET, which always prioritizes contribution to the society in its strategy, did not despair of this devastating effect and created OPET Women's Power Forests of 30,000 trees in 3 different regions of Turkey.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 233 words used.
"Women's Power" is not only considered as a recruitment and human resources policy, but also as a social responsibility project implemented to raise awareness of the whole society.
OPET WOMEN'S POWER PROJECT IN NUMBERS
• The number of female employees at the OPET stations throughout the project has increased by 102% reaching 3108 female employees.
• While the rate of female employees at stations was only 8% in 2018, this rate increased to 18,5% in April22.
• While there were female employees at OPET stations in only 14 provinces of Turkey at the beginning, female employees were employed at OPET stations in 79 of Turkey's 81 provinces in 2021 with the Women's Power project.
• While the number of Fuel Sales Officers working at the pump was 27 at the beginning of the project, it increased to 945 in December21.
• Women's Market Sales Executive, which was 576 at the beginning of the project, reached 1221 in Dec21.
• The number of retailers employing Women's Power in OPET increased by 294%. Considering that OPET stations are scattered all over the country and that the retailers come from very different socio-cultural backgrounds, this rate is quite a success.
• 74,1% of women working within the scope of the Women's Power Project were employed by high school and university graduates and women with postgraduate degree. This ratio is only 56% among male employees.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 169 words used.
In addition to winning many reputable awards such as Prida Communication Awards, Golden Compass Turkey Public Relations Awards, Mediacat Felis Awards in 2020, OPETS Women's Power was selected as the social responsibility project of the year by the Ministry of Energy and Natural Resources.
It also won the Women's Empowerment award at the Sustainable Business Awards and "Honor Certificate for Contribution to Employment" by the Energy Journalists Association.
Apx1: Women's Power Project Promotional Films
Apx2: Women's Power 2021 Communication Campaign Film
You can find the details of the Communication campaign with radio on 2021 Women's Day in this video.
Apx3: 2020 "I am a Woman" Movie
TV commercial, which was broadcast in 2020 to draw attention to the gender inequality in women's participation in the workforce and to emphasize the idea that women can do anything, from this link.
Apx4: Women's Power Posters, Ads and Pictures; Media Coverage
You can access all the communication works carried out within the scope of the 2021 Women's Power project from this presentation.
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