The Association of British Insurers (ABI)


Campaign materials


Professional services


  • Colin | Creative Director
  • Damien | Strategy
  • Oli | Account Director

As the voice of the UK’s insurance and long-term savings industry, the ABI driving the flexible working agenda in the sector. The ABI wanted to challenge misconceptions about job sharing as part of their wider Making Flexible Work campaign.

What did we find that’s extraordinary? The benefits of a job sharing arrangement far outweigh any negative connotations, offering a great solution to both employees and employers.

How we extracted the extraordinary

Working closely with the ABI’s Diversity & Inclusion team, we engaged with job share partners and their managers throughout the industry to gather testimonials about this flexible working arrangement. Their experiences were really positives so we asked them to put themselves to camera so we could construct two short films where they could share their experiences – one focussing on job share partner teams and the other on their managers.

As their input suited a ‘myth busting’ approach quite well, we also developed a series of animated social media assets to debunk the five key myths about job sharing. All these materials then linked back to the ABI’s Making Flexible Work hub where more detailed information about job sharing could be found.