Issue
Whitbread required improved voluntary disclosure of employee data on areas such as ethnicity, disability, gender identity, and sexual orientation to support more informed, people-centred decision-making. Trust levels were cautious, and clarity around data usage and protection needed strengthening. A carefully governed internal campaign was required to build confidence and explain the value exchange.

Insight
In a climate shaped by GDPR scrutiny and heightened awareness of data privacy, employees are understandably sceptical about sharing personal information. Transparency, reassurance and clear articulation of purpose were essential to drive participation.

Idea
I aligned HR, Legal, Internal Communications, our lead designer and the in-house studio to develop and roll out a trust-led internal campaign that balanced emotional impact with governance clarity. “We All Need To Be Seen” positioned disclosure as a pathway to fairer representation and more informed organisational decisions. I ensured the creative direction translated into compliant messaging, navigated approval processes and embedded consistency across internal channels, acting as the bridge between strategy, governance and studio execution.

Impact
The campaign resulted in approximately 2,000 employees voluntarily updating their data. It strengthened organisational transparency, improved insight for inclusion planning and reinforced Whitbread’s commitment to responsible, people-centred leadership.