Internal communications: Vodafone

Explaining how passion for the world around us lies at the heart of the business

The brief

Vodafone wants its customers, suppliers and the public to recognise that being responsible is a core goal that underpins the way they do business. Whether it is how the business is governed, the way products are developed or the steps taken to address issues of public concern, every decision is shaped by this goal.

Following the success of 'Who says it's not sexy?', Vodafone's 2003 CSR report, we were commissioned to produce the UK and global internal non-financial reports.

The solution

To get the balance of evidence, messages and stories right in both reports we started by prioritising what information appealed to which audience.

We applied one continuous bloodline, summarising how Vodafone approaches its commitments to being a responsible business, to link each spread. This was supported by case studies from each of the operating companies.

Translated into seven different languages and distributed to over 60,000 employees worldwide, feedback from the report has highlighted that 79% of employees found that the report improved their overall understanding of Vodafone's goals. 90% felt motivated to play a part in helping Vodafone to achieving the goal 'to be a responsible business'.

CiB Communication Awards 2005 - finalist