Compliance is quite a dry subject, so we needed to develop an eye catching and engaging approach, incorporating a campaign look and feel, engaging content and a desire from O2 for something “quirky”. The goal was to have a compliance culture worthy of a top quartile FTSE 100 company, with 100% completion of the compliance CBT modules.
The objectives of the campaign were:
Raise awareness of Compliance through an engaging, high impact campaign which inspires employees to be curious about compliance and want to know more about the impact it has on them, their team, our customers and the company as a whole.
S+H developed and defined a look and feel for campaign, developed tone of voice and key messages, and created a plan of activity for 9-12 months. Highly visual content (video and images) were shared primarily through Workplace, and through other internal comms channels.
S+H developed a core proposition based on our understanding that the word “compliance” is a very formal word. We set out to deliver the key messages in a more emotional context, and so we built the campaign proposition around “Integrity.”
We developed a simple messaging platform that formed the backbone of the campaign based on the concept of integrity, which encouraged ownership and personal responsibility.
In order to bring this to life, we developed quirky “compliance monsters” that highlighted these five key areas of compliance. The aim was not to make light of an important subject, but to make a difficult subject more accessible and engaging. Each of the monsters focused on a key action, and featured in animations, posters, lanyards, desk keepsake, email and digital communications. We also produced a series of information films, featuring key members of the compliance team or highlighting new processes or policies.
We have a bold ambition for O2 to be the clear market leader.
Paul Asare-Archer, Director of Compliance, O2