Chubb Fire & Security


Internal communications campaign




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

Following the acquisition of the business by APi Group, Chubb adopted the parent group’s development programme: Building Great Leaders®. The challenge was to get Chubb’s 12,000 global employees to engage with it.

What did we find that was extraordinary? The programme’s main tenet is that everybody can be a leader if they choose so – contrary to the outdated association of ‘leadership’ with hierarchy.

How we extracted the extraordinary

In order to bring the whole workforce on the journey, it was essential to encourage them to take the first module of the programme, which establishes the notion of leadership and disconnects it with any idea of hierarchy or management. To do so, we created a visually-striking campaign with a core message of decoupling leadership and job titles, and encouraging all employees to spend just 30 minutes on this module. The materials included a series or posters, email announcements and animated GIFs for text message distribution (to ensure we reach field technicians). The online training portal also included visuals echoing the campaign to ensure instant recognition.

We also created follow-up materials to reach the remaining pockets of employee not yet trained, using peer-to-peer advocacy to encourage everyone to participate and build a common understanding of leadership.