We were approached by a global, food services organisation looking to roll out a Corporate Responsibility strategy across their 12,500 staff. The content was to be broad-ranging, covering topics such as climate change, health and wellbeing, charity and community, and how their staff could make a difference in each of these areas. An approach was needed that could effectively communicate such a diverse array of information to an audience ranging from kitchen porters to members of the board. Further, a system was needed for measuring the success of the strategy.

We were involved right from the onset of the project, helping to shape the structure of the communication, copy-writing much of the narrative and responsible for all aspects of production. Our approach was to create a mixture of short film and animation sequences, voiced over by a narrator, with key points reinforced by pop-ups on screen. Animation sequences were also created for the home environment, the workplace and travel & leisure activities with pointers in each sequence about how to live more sustainably. An interactive quiz was developed to sit at the end of the sequences which collated scores from the user.

The finished campaign was a fully interactive, 35 minute CD Rom that won best Corporate Responsibility initiative at the Cost Sector Catering Awards, 2008. Scores from the quiz showed that engagement with the media had been high and the campaign is now being rolled-out across offshore teams and Canada as well.