Reinvigorating the employee survey
Each year, TfL’s leaders take the pulse of the organisation with Viewpoint, their employee engagement survey. It’s designed to give leaders a true account of what it is like to work at TfL – to find out what’s working well, and where things could improve.
Our creativity helped revitalise the perception of the survey and encourage responses from colleagues across the organisation.
The challenge
Completing employee surveys year after year can lead to workforce fatigue.
AB was engaged to develop an approach that would reinvigorate the campaign, enhance awareness, remind employees of the survey’s importance and relevance – and encourage colleagues to take part.
A bold approach
Our solution was bold and unambiguous, light-hearted without being glib. It invited honest reflections and didn’t over promise.
Our tagline – ‘Your views. Your voice. Your TfL’ – emphasised the value of speaking up and the role employees play in shaping their organisation.
Tailored. Targeted. Transformed
TfL’s workforce works across hundreds of locations and functions. Physical posters were paired with digital assets, including animations, to ensure Viewpoint was seen on a range of channels.
Striking colours and illustrative elements made the campaign memorable. A promotional toolkit was developed in partnership with leaders to support the rollout to the company’s large workforce.
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