Motivational campaign
A light-hearted behaviour change campaign with a serious message, aimed at super-stressed staff facing post-Covid burn out.
Disciplines
Creative Direction
Copywriting
Media
Digital
Client
Royal Mail
The brief
Reassure staff struggling with enormous logistical challenges and who were questioning their leadership and their own ability to continue working at the Royal Mail.
The solution
We created a friendly campaign that assured them that leadership was listening and committed to making their lives simpler
The results
"These posters feel like they're actually coming from one of us! "
Royal Mail employee
To build interest in the campaign we created short teaser animations that were shared by email and internal social channels.
The creative process
During our research phase we discovered two clear challenges that came directly from our target audience focus groups:
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"Anything that looks like the kind of stuff we usually see will be ignored outright."
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"We don't want to be spoken at. We want to feel like we're included in the conversation somehow."
To tackle the first point we were given a career first permission – to throw the brand guidelines out of the window. And so, other than the greyscale logo, we created a brand new visual and tonal style that felt friendly, fun and a million miles from the usual corporate speak.
MailMemes
For the second point, we wanted the audience to enjoy some of the fun we had creating the campaign, so we designed MailMemes, a simple process that allowed staff to make their own memes in the style of the campaign. This initiative proved enormously popular with them and we were soon busy creating even more assets for them to use.
