From young entrants, right up to senior and professionally qualified employees, the campaign had to appeal to all and be understood by all. Their existing employer value proposition of We are individual, Just like you was a perfect expression of their goal to create a workplace where everyone can belong and contribute.

We developed a suite of eye-catching and visually arresting comms to tell employees’ individual stories and show that Central England Co-op are a team of prized and respected people all working together. By doing this, we celebrated their differences and showed how it made a positive contribution to the team achieving a common purpose.

The campaign was direct and clear. The majority was delivered through internal comms digital channels and the weekly newsletter, along with printed collateral and emailers into each of the stores. This material was then used by the store leader to educate their retail teams.

In post-campaign sessions, employees discussed how they felt much more comfortable in expressing their own differences and how they’d experienced a heightened sense of inclusivity and team working.