Our campaign to encourage employees to share their personal data so that the business can make more positive, people-centric decisions. 

Issue
Shared data with our employees such as sexual orientation, gender identity, disability status and ethnicity are voluntary. However, it’s highly valuable to us as an organisation to implement positive change within the business. We needed a compelling campaign to explain to our teams why we’re asking for this data, who can see it, what we’ll use it for and how their data will be kept safe. Ultimately, it needed to answer the question of “What’s in it for me?”

Insight
Employees feel vulnerable and potentially sceptical about sharing their information with their employer, whether it’s for fear of discrimination or feeling the sentiment of ‘why does my employer need to know’? Additionally, we’re living in a world where we’re told about the importance of data privacy and protection, GDPR and a Google’s ‘cookieless’ future.
With this in mind, employees will therefore need to feel reassured that there is a 100% level of trust when sharing their personal data.

Idea
We created an image-led campaign that celebrates individuality and acknowledges the weight of capturing the idea that “We all need to be seen”. Positive, smiling photos of people appear to be emerging from the background or coming out from the wall behind them after being camouflaged in wallpaper. It highlights the idea that by being seen fully by your organisation means they can recognise your unique identity and in turn make more people-centred decisions.

Getting lost in the background should be a concept of the past and becoming your true self at work needs to be for the present. 

Impact
After seeing the campaign internally, around 2000 employees have already shared their data.