Giving colleagues the permission to act

The challenge

ITV is one of the top ten TV content producers in the world and is committed to high standards of ethical corporate behaviour. Their Speaking Up policy sets out a responsibility to encourage and facilitate colleagues to speak up about concerns relating to malpractice at ITV. The challenge was to create a year-round awareness campaign of the Speaking Up policy.

The solution

For the re-launch of the policy, we created a suite of digital and printed assets which established a clear call to action; if the line is crossed, you should speak out. We wanted to show colleagues that they had the permission to act and were very much encouraged to do so. We ensured that each asset included information that the helpline was confidential, so colleagues felt safe to speak up.

To enable us to fill the offices with this messaging, we created a range of assets including a short, fun animation, a digital screen on coffee machines, posters, mirror stickers and table-toppers.

The narrative needed to be bouncy and feel on brand while considering the sensitive nature of the topic and that audiences were based in different countries. Assets also needed to be timeless so they could be used repeatedly for year-round awareness.

The results

We translated assets into 11 languages and distributed to 38 UK and 20 international ITV locations. Our specialist translators checked for language and tone of voice to ensure that the work was consistent with the different cultural and linguistic nuances for the relevant countries. Initial concepts were tested with a select group of colleagues from ITV offices around the world.

Specialist fonts were sourced for each language to ensure consistency with the campaign design and the global brand guidelines. All assets were then checked by local communications leads before final approval and release.

Initial results show:

  • 397% increase in views of the campaign intranet site
  • 4,192 colleagues reached in the UK
  • Over 1,500 colleagues reached internationally.

“The 44 team were great to work with from start to finish. It was a complex project including digital and print, with the addition of delivering to our global offices.

“The animation they created has given colleagues a much better understanding of what ‘Speaking Up’ is and the print raised much-needed awareness.

“Nothing was too much to ask for the team, and everything was completed at a very high standard. The team worked to our timeframes throughout the project.”

Sally Crosthwaite, ITV Internal Communications Manager

Why we love it

“The bold, eye-catching design really stands out, especially when animated. A combination of printed and digital assets helped reach our global audience and it’s great to see the impact it’s already having.”

Sam Docking, Senior Project Manager and Editor