How on earth do you inspire colleagues to support your sustainability journey?
For Royal Mail Group, managing its use of natural resources is a commercial and environmental imperative. As part of its drive to increase sustainability, it asked us to create an internal behaviour change campaign to build environmental awareness and pride amongst employees in the organisation’s environmental strategy and activities, and to encourage them to embrace recycling and waste reduction.
We created a campaign and brand that matched colleagues’ environmental responsibilities to their day-to-day activities. ‘Let’s Deliver’ is a powerful identity with an inherent call to action. Its chevron device signposts desired behaviours and informs a range of iconographic imagery, while sitting comfortably within Royal Mail’s brand style. The visuals are complemented by clear messaging that encourages everyone to play their part.
The campaign was brought to life through a range of workplace channels, including posters, table-top stands and vinyl clings. We also created simple communications templates and guidance for managers. And to really get employees in the mood we created an interactive online game to incentivise good recycling behaviour, with a focus on reducing contamination within waste collection streams.