CSR Policy
CSR Charter – Wow Genève SA
Purpose: Establish a comprehensive, clear, and operational framework to integrate social responsibility across all agency activities (strategy, creation, media, data & AI, production, internal operations, procurement, client and partner relations).
Scope: Employees, freelancers, partners, and suppliers working for or with Wow Genève SA.
1) Vision, Principles and Scope
Our ambition: To make communication a lever for positive, measurable, and sustainable transformation. We prioritise real impacts (carbon, inclusion, accessibility, data ethics) over image-based effects.
Guiding Principles
Evidence before promises: Environmental and social claims are documented and verifiable.
Sobriety & efficiency: Design useful, accessible, and frugal solutions (responsible digital, low-impact production, optimised media).
Transparency: Annual publication of key indicators and an impact report.
Equity & inclusion: Diversity, pay equity, accessibility, and responsible representation are non-negotiable.
Privacy & ethics by design: Strict LPD/GDPR compliance, data governance, and responsible AI usage.
Impact Scope
Internal: Offices, IT, mobility, procurement, working conditions, training.
External: Consulting, strategy, creation, production, media, data/AI, partners, hosting, websites/apps, influence, events.
2) Governance, Roles and Operations
2.1 CSR Committee (cross-functional, meets once per quarter)
Composition: Management, Operations, Creative/Production, Media, Data/Tech, HR, Office/Finance representative.
Missions: Set objectives, manage the action plan, arbitrate sensitive cases, communicate the impact report.
3) Environmental Pillar – Sustainable digital, production and operations
3.1 Responsible Digital (core activity)
Already implemented at Wow
Eco-designed websites: Systematic “eco-designed site” option (light code, optimised images, standard fonts, minimalist UX).
Green hosting: 90% of websites hosted with a low-carbon provider (Infomaniak).
Responsible emailing: Database hygiene (regular cleaning), image compression/optimisation.
Archiving: Policy for deleting/archiving old files (assets, rushes, campaigns) to limit storage.
Commitments and Standards
Eco-design by default:
Page weight budgets, capped image/video size, lazy loading, system or variable fonts, cache/CDN.
Key pages ≤ X KB on first load, compliant LCP/TBT/CLS.
Accessibility: WCAG 2.1 AA compliance at delivery when possible (or action plan), dedicated QA checks.
Performance & sobriety: HTTP request budgets, limited third-party scripts, Web Vitals measured in preprod and postprod.
Hosting: Default preference for low-carbon host; alternatives evaluated on PUE/energy, localisation, SLA.
Logs & monitoring: Monthly dashboard (average weight, requests, uptime, errors, performance, accessibility).
KPIs (examples)
Indicator / Measurement
Eco-designed projects: % of delivered projects with internal “eco-designed” label
Performance: Median homepage weight / % compliant Core Web Vitals
Accessibility: % of AA-compliant sites / number of quarterly accessibility audits
Footprint: Annual tCO₂e from hosted assets and % low-carbon hosting
3.2 Audiovisual Production & Content
Already implemented
Local teams prioritised, energy-efficient equipment, on-site waste sorting.
Commitments
Low-impact shoot checklists: Train as default, shared transport, reused sets, local catering by default, limited generators, LED lighting.
Carbon budget per project (alert thresholds and go/no-go).
Waste management plan and reuse/donation of materials.
Low-impact alternatives: Remote shooting, light animation/stock, natural light filming when relevant.
KPIs
Indicator / Measurement
Production sobriety: % of productions with validated sobriety plan
Carbon per project: tCO₂e/project / avoided emissions vs baseline
Reuse: % of reused sets/props
3.3 Media & Distribution
Commitments
Integrate carbon cost into media planning at the same level as CPM/CPC/CAC.
Optimised ad pressure (controlled frequency, capping, removal of unnecessary impressions).
Low-impact formats (capped file size, limited autoplay video, preference for high-attention contexts).
Measurement: estimated media emissions per campaign; quarterly review.
KPIs
Indicator / Measurement
Media emissions: Estimated tCO₂e per 1,000 impressions / per euro spent
Follow-up: % evaluated campaigns / % optimised after measurement
3.4 Internal Operations (offices & IT)
Already implemented
Zero internal paper: Collaborative tools (Google Workspace, Monday, Slack). No printed presentations.
Advanced sorting: Paper, plastic, coffee grounds, batteries, cartridges.
Energy: Switchable power strips, evening shutdown, LED lights, automatic device standby.
Soft mobility: Sustainable mobility allowance, train > plane.
Videoconferencing by default unless physical workshop is required.
Commitments
100% renewable electricity (when choice available).
Sustainable IT: Extended device lifespan (reuse, refurbished), repairability prioritised, responsible IT procurement policy.
Travel: Internal guidelines (plane allowed only if justified productivity/impact gain), compensation as last resort.
KPIs
Indicator / Measurement
Consumption: kWh/employee and kWh/m² / % renewable electricity
Zero waste: Monthly number of prints (~0 target) / kg of sorted & recovered waste
Mobility: % professional trips by train / number of avoided flights / tCO₂e from travel
4) Social & Societal Pillar – Team, Clients and Society
4.1 Internal: Well-being, Equity, Skills
Already implemented
Hybrid teleworking policy + ergonomic equipment.
Right to disconnect (no emails/calls evenings & weekends except emergencies).
Equality & diversity: Pay equity at equal position, non-discriminatory recruitment.
Wow Run Club: Promoting physical activity internally.
Skills development: Training budget for all.
Transparency: Regular sharing of key figures and strategic directions.
Commitments
Pay equity: Annual audit, correction of gaps > 3%.
Parity: Representation objectives by hierarchy level.
Well-being & health: Prevention of psychosocial risks, access to support resources, sports, parental policy.
Training: Marketing, development, accessibility, data & AI, others. 100% of client-facing teams in continuous training.
KPIs
Indicator / Measurement
Equity: Median gender pay gap / promotion rate by gender and origin
Training & well-being: % trained employees / eNPS score / absenteeism
4.2 External: Responsible Communication & Societal Impact
Already implemented
Inclusivity & representation: Diversity of bodies, origins, ages, genders; anti-stereotype approach.
Digital accessibility: UX/UI/Dev teams trained in RGAA/WCAG.
Message sobriety: Advising against unnecessary overconsumption.
Skills-based volunteering: Days offered to a local association (logo, site, strategy).
Commitments
Responsible communication policy: Evaluation grid (truth, context, proportionality, impacts), anti-greenwashing clause, right of refusal.
Diversity index of creations: Tracking representation (casting, voice-over, scripts, channels).
Accessibility: Minimum AA for public sites when possible; external audits for key projects.
Volunteering: 2 days/year/employee for local social causes.
KPIs
Indicator / Measurement
Ethics: % campaigns validated via responsible grid / cases refused for ethical reasons
Accessibility: % AA-compliant deliverables / number of external accessibility audits
Volunteering: Volunteering days completed / delivered impacts
5) Governance & Ethics Pillar – Data, Influence, Procurement
5.1 Responsible Data & AI
Requirements
LPD/GDPR: Minimisation, legal basis, explicit consent, data subject rights, security.
Cookies & consent: Clear banner, granular settings, limited default tracking.
Data-driven advertising: No discriminatory targeting, fairness review.
AI: Inventory of models/tools, traceability of prompts/datasets, governance (usage register), risk assessments (bias, hallucinations, security), preference for efficient models; disclosure when AI content is relevant.
KPIs
Indicator / Measurement
Incidents: Number of reported breaches / average resolution time
Compliance: % projects with DPIA/PIA when required
AI: % AI usages identified, audited, and compliant
5.2 Influence & Creators
Requirements
Transparency: Mandatory #ad / #sponsored; contracts require authenticity (no misleading statements, unproven health/results claims).
Profile selection: Alignment with values, behaviour history, controversy handling (morality clause).
Audience protection: Special care for young/vulnerable audiences, no promotion of risky behaviours.
KPIs
Indicator / Measurement
Compliance: % influence campaigns with compliant disclosure / content audits
5.3 Responsible Procurement (incl. print)
Already implemented
Local and certified printers.
Recycled/certified paper systematically proposed.
Requirements & Commitments
Supplier policy: Evaluation on social/environmental/ethical criteria (weighted grid), CSR clause in contracts.
IT & office: Preference for refurbished, energy-labelled, repairable products; cleaning contractors with solid social policy.
Freelancers: Signature of charter and ethics clauses (confidentiality, GDPR, inclusion, anti-discrimination).
KPIs
Indicator / Measurement
Responsible spending: % spending with “responsible” rated suppliers
Print: % printed on recycled paper / number of printed pages
6) Client Policy & Sensitive Sectors
Claim credibility: Evidence required (scope, order of magnitude, comparisons, references).
Right of refusal: Briefs incompatible with the charter (greenwashing, misleading practices, societal risks) or lacking credible improvement plan.
Transition plans: Propose low-impact alternatives, improvement paths, and condition collaboration on measurable milestones in certain sectors.
Process
Ethical pre-evaluation (short questionnaire)
Internal review (Strategy + CSR + Legal/QA)
Documented decision (go/no-go)
Conditions & clauses if conditional go
7) Measurement, Objectives & Reporting
7.1 Measurement Framework
Carbon: Scopes 1 (offices/energy), 2 (electricity), 3 (procurement, IT, travel, hosting/digital, production, media).
Digital: Page weight, Web Vitals, accessibility, hosting/server/CDN footprint.
Social: Pay equity, diversity, training, well-being, volunteering.
Ethics: Data/AI incidents, influence compliance, refused cases.
7.2 Reporting
Annual internal dashboard.
Periodic external audit to verify major figures.
8) Processes & Operational Checklists
8.1 “Responsible Communication” grid
Truth & available evidence
Context & order of magnitude
Societal impact (stereotypes, health, safety)
Avoiding overconsumption
Inclusion & representation
8.2 Accessibility QA (AA)
Semantic structure, contrast, visible focus, alt texts, keyboard navigation, forms, transcripts/subtitles, error messages, responsive, screen reader tests.
8.3 Low-impact shooting memo
Transport: Train/local teams, shared logistics
Locations: Nearby, permitted, natural light
Equipment: LED, rechargeable batteries, no generators if avoidable
Sets: Reuse, responsible rentals, end-of-life management
Catering: Vegetarian by default, zero plastic
8.4 Emailing – hygiene & sobriety
Inactive user cleaning / consent reconfirmation
Image compression, text-first content
Controlled frequency, preference centre
8.5 Responsible procurement – short grid
Criteria: Social, environmental, ethics, local distance, total cost (incl. carbon).
8.6 AI safeguards
Declared usage, no sensitive data by default, bias reviews, human validation, traceability, attack testing (prompt leaking), sandbox.
9) Legal Compliance & Incident Management
LPD/GDPR: Identified DPO/Privacy Lead; rights procedures; processing registry.
Cookies & trackers: Clear policy; prior consent for non-essential cookies; respect for preferences.
Reporting: Confidential channel for incidents; investigation and response within 30 days.
Crisis & withdrawal: Protocol for withdrawing non-compliant campaign; remediation plan with transparent communication.
Commitment Statement
By publishing this charter, Wow Genève SA commits to:
Providing low-impact and responsible alternatives to clients;
Measuring and reducing its impacts;
Protecting people and their data;
Promoting inclusion and accessibility;
Reporting annually and continuously improving.
Version: v1.5 – revised annually by the CSR Committee.