Client
Unilever
Deliverables
Copywriting & design, and creative ideation & campaign collateral
Sector
FMCG
Team
- Andrew | Account Director
- Corren | Account Manager
- Rachel & Mark | Copywriter
- Camille | Senior Designer
With new branding recently rolled out, Unilever utilised the opportunity to update their Code of Business Principles (‘Our Code’) and policies to better reflect the business and support its stakeholders. All content needed to be restructured and rewritten to provide clear behavioural expectations and practical guidance for raising of concerns and making fair decisions. A supporting campaign raised awareness and provided context of the Code, Speak Up platform and Global Policy Portal (GPP).
What did we find that’s extraordinary? Providing relevant examples of the Code in action and creating trust within employees around Business Integrity boosts awareness of unacceptable behaviours in the workplace and behaviour change.
How we extracted the extraordinary
Working with the Global Code and Policy Committee (GCPC), we created a new version of the COBP that was 50% shorter to help users find information more easily, and to create better engagement and use. We used the launch as a clear moment for employees, supporting the rollout with a creative campaign across multiple touchpoints in 17 languages.
Through the campaign we encouraged engagement with the Code and strengthened understanding of its content – positioning the Code, GPP and the BI team as reliable resources for employees. We also utilised the campaign to reinforce positive messaging around speaking up, helping employees feel more confident raising concerns when something doesn’t align with ‘Our Code’, no matter their role at Unilever.
