17 December 2014
In support of its ‘betterbusiness’ sustainability strategy, RB needed a global internal communications campaign that motivates its people to reduce the environmental impact they make at work with waste.
With our ‘emotional engagement’ hats on, we avoided global statistics, dire warnings and admonishments. Instead, we brought the message to life through the ‘Are you a Hero or a Villain?’ campaign.
It’s led by two specially-created characters: A Hero (waste saver/recycler) and a Villain (waster!). Working to a tight budget, we drew up our ideas for the characters and then asked illustrator Simon Clare to add the flourishing touches to make them really entertaining.
The characters and bespoke ‘heroic and villainous’ typography were used on posters, banners, icons and a screen saver. A Yammer page drove people to an online quiz about their waste, water and energy use at work. Scores above 50% made them a Hero. If they scored well, employees could also download a ‘Hero’ icon from Yammer to change their profile pic. And once the quiz was completed, people were asked to make a commitment to reduce their waste impact in the office.
The campaign launched earlier in November and so far the results are excellent – over 75% of RB employees are Heroes!
Our client Laura McGonigal, RB’s Global Sustainability Analyst, said:
The Workroom did an amazing job bringing the hero and villain idea to life with quirky characters that we used to engage our people in print and online.