VelocitaBrand: Internal Communication Portfolio (Human Centric Imagery)

Speak Up Campaign

Campaign Objective/ Client brief In the recent yearly employee survey, HSBC received a crucial feedback from their employees that we are lacking an Open Communication culture.

In order to address this, HSBC rolled out an internal campaign to remind everyone, about their free speech policy. The campaign also had to:

• encourage individuals to speak their mind, freely - without any fear and • give them assurance of NO negative consequences for people who speak up

#ExpressLikeAChild

Concept As children, we weren’t afraid to speak because we weren’t burdened with consequences. We were true to what we believed in and we were never shy to express the same.

If we thought something wasn’t correct, we said it as it was.

If we didn’t understand anything, we would ask – even if it was obvious.

The campaign aimed to perpetuate the same traits back…

By connecting people with their childhood memories, we are pushing them to review a part of their personality that they’ve already lived.

At the same time, it’s an assurance from the organization that you’re valued for your thoughts, your intellect, and that you definitely have the right to question what doesn’t seem right – as long

as you there’s merit.

Creative Extension Visual of a dining table setting where we have the mother serving burnt toast for breakfast to the child and the father.

Father: “This couldn’t have tasted better!”

Child: “…It’s burnt”

Just how a child speaks his mind without any fear, we encourage our employees to do so too.

Speak your mind without any fear of repercussions. Speak up! #ExpressLikeAChild

Creative Extension Visual of a parent about to throw a coin into a pond while the child watches unanimated.

Parent: “Hope this brings us good luck!”

Child: “ That could have been ice-cream money” Just how a child speaks his mind without any fear, we encourage our employees to do so too.

Speak your mind without any fear of repercussions. Speak up!

#ExpressLikeAChild

Extension-Managers

#SpeakUp

Approach This is a text-based creative approach. The intent is to catch the reader’s attention within seconds through statements that are relatable to their everyday experiences.

The reason it would stay in their mind, is that fact the two key statements have a twist in the contextual flow.

Our aim with this concept is two-pronged - highlighting relatable scenarios and enforcing the expectation of positive outcomes. We want to drive the point that in such situations, you’re more valued/ respected for your inputs - if you speak your mind.

Creative Extension

My team-member told me that he wanted to lead the client presentation!

His style was much more engaging, so I gladly let him do so.

We respect those who speak their mind. What’s on yours?

#SpeakUp

Creative Extension

My team-member highlighted 5 changes in my board presentation.

He indeed was right and I thank him for his observation.

We respect those who speak their mind. What’s on yours?

#SpeakUp

Story So Far....

Capgemini has policies and protocols to help employees deal with every situation. They also have

thousands of employees—many of them new joinees.

The policies, in great detail, have always been housed on the company's intranet. But getting everyone to visit the site to understand, imbibe and propagate the company's culture was proving to be a challenge—and there was no existing policy to

handle it!

Creative Strategy

We designed a two-phased campaign to excite curiosity and sustain interest long enough for employees to learn about the policies and the

many benefits they offered. The policies were originally merely a collection of documents The first step of our campaign was to give shape and weight to the compilation of policies - by creating an identity. Presenting:

The next step was to propagate the existence of the Policy Hub.

Campaign Inspiration: It is only their absence that makes us notice many basic conveniences that we take for granted.

Phase 1 Communications highlighting the consequences of specific actions.

Each design was strategically placed in locations that were most relevant.

Thus: Bus stand where employees waited to catch their ride home: What if nobody stood in line?

Phase 1: Teasers

Phase 1: Reveal

Phase 2 We designed creatives that matched brief, impactful and relevant messaging with visually appealing designs. Each set of creatives informed employees about specific policy categories, with a link to details on the intranet.

Viewer-friendly screensavers shared highlights of specific sections in an engaging and easy-to-understand manner Each week, a new set of policies was highlighted.

Results Traffic to the PolicyHub section of the intranet jumped by over 700% More telling, HR executives reported receiving personal thank you emails from new employees who were unaware of specific benefits the company provided.

Other Projects

Click here to open the video in a new tab

Click here to open the video in a new tab

Click here to open the video in a new tab

Click here to open the video in a new tab

Click here to open the video in a new tab

We make promises that we keep. If you are not sure of what we can do for your business, do contact us as we love inspiring collaborations. We'd love to hear from you.

VelocitaBrand.com

8th floor, Olympia Business House, Next to Supreme HQ, Bengaluru - Mumbai Highway, Baner, Pune – 411045, Maharashtra, India.

Confidential | Copyright © Velocita Brand Consultants Pvt Ltd

+91.937.100.6878 Samarth@VelocitaGroup.com