Today FM decided to take a planned and focused approach to CSR and created a massive all-station effort, involving on-air talent and marketing, to support one single cause. The Irish Cancer Society was chosen and the three-year initiative "Shave or Dye" was launched. Wishing to engage listeners and get them involved rather than just seeking donations, Today FM called on them to make an outward statement of support by shaving or dyeing their hair. Using on-air, online and on-street, the editorial focus was to inform, interact and involve the listeners in a positive way. Presenters and listeners shaved or dyed their hair together at a series of public events. In 2011, results were lifted to a new level, with €1.37 million raised for the ICS.

Alternatives launched a CSR programme called "Marketing For Change" with the slogan "Give time, give talent". The firm sought to stay front of mind in its target market, and the CSR strategy is designed to support this goal. The aim is to harness Alternatives skills and resources for charities at no cost to them. To get the right charities on board, criteria were developed, specific charities were identified and briefings were arranged. Over 30 charities have signed up for the scheme. The monetary value of skilled marketing talent that the project has delivered to charities is much greater than could have been afforded as a donation. In addition, it has also been a strategically coherent programme for Alternatives.

Life Style Sports developed the Adidas Trainer Scrappage Scheme, and through 2011 it was aimed at using customers' recycled trainers in the build of Ireland's first environmentally-friendly astro turf pitch. This innovative project would be both Irish and sustainable, and it encouraged customers to bring their old trainers to a novel dump bin in-store. An extensive promotional campaign promoted the programme, and it was so popular that it had to be extended through to November. This project played a vital role in enabling the company to engage meaningfully with the wider community. The recycled rubber from the trainers went on to be used in making a pitch at Portlaw GAA club in Co. Waterford.

GVS sought to make a positive impact on society through business initiatives and also provide a facility for staff to make a difference. The idea started with a charity cycle to Galway on the May Bank Holiday for the Soul of Haiti Foundation. This had a strategic fit with the GVS One4all Bikes4work scheme. A Cycle4Haiti committee was formed by GVS staff. High profile endorsements were obtained for the cycle, and as part of the recruitment drive, a documentary was made and aired on Setanta Sports. This project has enabled GVS to engage its large client and retailer portfolio in a good cause, and it is centred on the CSR discipline of a company pulling together to make something happen that helps others.

In the challenging year that 2011 has been for the Irish banking sector, Ulster Bank committed to continue to invest in, strengthen and develop its MoneySense for Schools programme to promote financial education in its local communities. This is an independently accredited impartial financial education programme developed in consultation with teachers, and it is the largest financial education programme in Ireland. In 2011 the programme was relaunched with new up to date content and interactive activities supporting the virtual learning environment and including direct links to the education curriculum. 2011 metrics show a major uplift in teacher and school registrations, and the number of lessons delivered was tripled versus 2010.