Telefónica
Multinational telecommunications company, headquartered in the city of Madrid.
When sustainability is translated into everyday actions, employee engagement turns ESG commitments into measurable impact.
The challenge
At Telefónica, sustainability is a strategic priority. However, as in many large organizations, the key challenge was bridging the gap between corporate ESG commitments and employees’ day-to-day decisions.
The objective was twofold:
To strengthen employees’ understanding of sustainability and what it means within Telefónica.
To activate that knowledge through real actions, making sustainability tangible, personal, and actionable across the organization.
The solution
Through the EmbajadorESG program, Telefónica partnered with DoGood to launch a gamified sustainability activation program.
Using the DoGood platform, participants accessed:
Short, practical learning content on sustainability topics.
Action-based challenges linked to real-life behaviors.
Inspirational actions that encouraged self-driven engagement.
This approach enabled Telefónica to move from awareness to action, embedding sustainability into employees’ daily routines.
The outcome
High employee engagement in a sustainability program.
Sustainability became practical, accessible, and motivating, not abstract.
Employees actively contributed to Telefónica’s ESG goals through measurable actions.
The program fostered a shared sense of purpose and ownership around sustainability.
Impact data
Participation & engagement
310 licenses activated
180 registered users (60% adoption rate)
150 active users (~80% of registered users)
Platform activity
1,322 challenges completed
818 inspirations and self-initiated challenges
1,694 learning content bites consumed
421 total hours of sustainability training
Aggregated impact generated
340 kg of waste recycled, equivalent to over 15,000 plastic bottles.
175 kg of CO₂ emissions avoided, comparable to approximately 1,200 km driven in an average combustion car.
18 kWh of energy saved, equivalent to the electricity consumption of a household over six days.
Conclusion
The Telefónica demonstrates the power of activating people as drivers of sustainability.
By combining learning, action, and measurement, DoGood helped Telefónica transform its ESG strategy into real, measurable impact, proving that when employees are empowered, sustainability becomes a lived experience, not just a corporate message.