Women’s Day in March of this year presented an opportunity to bring it to life through a content based campaign. Having met a wide range of Bank of Ireland employees, and from independent Atomic DNA research of large organisations, we acknowledged there is a mass of employees that feel quite detached from the larger organisation agenda items. With this in mind, we were keen to find a way to move the topic of inclusion and diversity away from jargon and into a tangible reality. This resulted in the core creative concept:
Many Voices: One Bank.
“The Atomic DNA team secured a deep understanding of our organisation to inform our internal and external communications. We greatly value their expertise, customer centricity and professionalism.”
Brigid Roche, Senior Leadership & Talent Manager, Bank of Ireland
The simplicity of the concept enabled us to very literally demonstrate the negative impact of a homogenous workforce and the value of a diverse range of contributions. As part of the campaign, we captured stories and perspectives from a wide cross section of staff, which strengthened buy-in across the organisation and resulted in a very strong launch.