Winners 2013/Internal Communications Bronze

Project: Open Up To Social Media

Client: National Grid

Design: WPA Pinfold

The HR and Legal teams of US-UK-based National Grid were nervous about the potentially negative online behaviour and breaches to policy that could occur from allowing all of its 15,000 workers to access social media.

WPA Pinfold designed a campaign to ensure that no such breaches of policy occurred. The communications needed to be impactful and meaningful, with a fresh approach to reflect National Grid's position as modern and relevant. Two animated online social media campaigns were created to help workers of all levels understand the benefits of social media within their roles, allowing them to build relationships with customers and stakeholders.

The launch was a resounding success, with employees complimenting the creative campaign. Zero policy breaches have occurred, whilst the increase in employee awareness has grown to over 560%.