We Are Royal Mail

Award-winning employee engagement campaign for one of the UK’s largest employers

“This has been my favourite campaign since I joined Royal Mail 12 years ago. It has really helped to bring the company and its people back together after a difficult 12 months. It has had an amazing impact across the business”

Sue Whalley, Chief Executive Officer of Post and Parcels, Royal Mail UK

Objectives

Royal Mail asked Speak Media to devise and carry out a major campaign that would foster a sense of pride among colleagues and reinforce the idea that they are all part of one team.

The Group’s internal comms team challenged us to create content that would:

  • strengthen relationships between frontline employees and the leadership by instilling a ‘we’ rather than a ‘them and us’ mentality

  • highlight the diversity of Royal Mail’s workforce

  • allow multiple (yet consistent) executions for sustained engagement and impact

Approach

Our creative approach was to design a simple, positive, authentic and inclusive set of print and digital materials under the banner ‘We are Royal Mail’ (or ‘WARM’), building on the immense pride that frontline staff have in the organisation. We wanted to put colleagues at the heart of all the communications, making them the ‘stars’ of the campaign, photographing them in their real environments.

Next was the fun bit, we got to work travelling up and down the UK – from Birmingham to Belfast – interviewing , filming and photographing the frontline colleagues that make the company who it is. From these regular trips, we devised a variety of digital assets, campaign posters, fun facts and employee profiles that were published via multiple internal channels.

Result

Our campaign was rolled out on myroymail.com, Royal Mail intranet sites, Royal Mail TV and internal magazine Courier. Printed A3 posters were also put up at Royal Mail sites across the country.

We created a total of 132 digital multi-channel assets across the year-long campaign, featuring more than 100 Royal Mail colleagues.

Most importantly of all, the WARM campaign made staff feel proud and connected to the organisation they worked for – 93% of respondents to our post-campaign feedback survey said they had seen WARM materials. Of those, 81% viewed the campaign as positive.

We were also delighted to receive an ‘Award of Excellence’ for ‘best crisis campaign’ by the Institute of Internal Communications.