Hammerson employees race towards the completion of their second Butterfly Bank Challenge

2 Aug 2016

Hammerson joined up with The Butterfly Bank in 2015 to open their own bespoke branch of engagement platform, which enables users to find, record and be rewarded for volunteering and sustainable behaviours. In our second Butterfly Banking Challenge, launched in April 2016, employees have already banked over 400,000 butterflies, against a target of 450,000 for the year, and recorded over 10,000 sustainable actions at home and at work, in just four months. As we head towards our target, we wanted to share our story so far.

In April, we set employees a challenge  - to bank 450,000 butterflies in 2016. The 'Butterfly Banking' challenge is at the heart of The Butterfly Bank, an innovative new engagement platform we adopted in 2015. The platform enables people to find practical actions for a more sustainable future. They record the actions they take online and are rewarded butterflies - virtual of course.

We’ve worked closely with Coriander Cows, the creators of The Butterfly Bank, to shape our bespoke version of the site, which includes a volunteering function and offline team capabilities to enable shopping centre team members from VSG, Integral and ABM to take part. This current challenge is our second on the platform, and this year we've had to double the target as the programme has grown in popularity. 

The 'currency' on the site reflects the fact that butterflies are an indicator species, meaning that the more butterflies there are, the healthier the planet. With over 400,000 banked since April, Hammerson employees can quite rightly feel pleased with themselves.

Here's how they've done it so far... 

In June, the annual Hammerson Community Day saw over 250 employees take on a volunteering day.


Over 10,000 sustainable actions have been recorded. The most popular have been those linked to the Love Forests theme. We've released new actions every month that provide topical things for people to do at home, as well as at work.

We've created Hammerson specific actions and designed ways to embed activity at work, such as our shared book club in Hammerson's Reading Offie.

We've used the DIY function to enable employees to suggest their own ideas and then promote them to colleagues using the site. These actions are tracked in order to recognise the most inspirational DIY each month. and the action is tracked to see how many people they inspire. In June, our most inspirational DIY was from Nicola Hares in the Cabot Circus team. Her action to take part in Meat Free Monday has proved very popular, with 250 meat free Mondays recorded since the action was launched in April.

Our Bespoke Branch

We have our own bespoke branch of the platform with our own unique volunteering themes, designed to showcase the priority areas for community engagement. The team here have established a series of partnerships with community groups who need volunteers, and these activities are promoted via the platform, making it easier than ever to find and sign up to volunteering.

The branch has gone from strength to strength with over 80% of UK employees from our offices and shopping centres active on the site. Due to the nature of our shopping centre teams, we have also invited employees from VSG, ABM and Integral to join in, with a team leader recording activity on their behalf, this ensures the wider centre teams can get involved.

We have our own recognition wall, which showcases top performers every month, including the top butterflier, the action hero and creator of the most inspirational DIY action. 

What next?

We are fast approaching the target for 450,000 butterflies, so we’ll be celebrating outstanding employee efforts in achieving that goal. Until then, we’ll be launching new actions monthly for our employees to take.

We look forward to more companies setting their own Butterfly Banking challenges. It will give us a chance to share inspirational stories, actions and creative banking activity ideas. Find out more at thebutterflybank.co.uk