Client
Unilever
Deliverables
Copywriting & design, and creative ideation & campaign collateral and film production
Sector
FMCG
Team
- Andrew | Account Director
- Corren | Account Manager
- Rachel & Mark | Copywriter
- Camille | Senior Designer
- Steve | Production
Unilever needed to refresh its Code of Business Principles and policies following a recent brand update. Content was streamlined and rewritten to provide clearer behavioural guidance, support fair decision-making, and encourage speaking up. Ensuring frontline employees were aware of the Code, Speak Up platform, and Global Policy Portal (GPP) was crucial.
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.
To help aid employees’ understanding of key subjects within the Code, a series of 5 short films of 1-2mins were commissioned to be used as additional training and able to be shared rapidly when issues arose. Building on the campaign creative platform, we utilised AI to produce the films in a time- and cost-effective way.
We created scripts that each followed fictional characters through situations related to a key BI topic and based on real risks and situations at Unilever. Through generative AI we were able to visualise realistic environments and tailor them to be applicable to both online and offline employees across all regions, despite a limited budget. The films were translated and delivered using both synthetic voiceovers and subtitles in 20 languages to increase understanding and engagement for Unilever’s employees globally.
