Internal communications: Vodafone

Inspiring employees to make voluntary sector partnerships a success

The brief

Over half a million families in Britain are learning how to deal with autism, a condition that affects the way people communicate and see their world. In March 2004 Vodafone UK partnered with The National Autistic Society (NAS) to get more people talking about autism. This three-year partnership has an aim of driving revenue of £6 million for the charity and recruiting 15,000 new donors.

Our brief was to develop a communications plan to engage 12,000 Vodafone employees. The challenge was to interpret a sensitive subject for a challenging audience in an emotive and imaginative way.

The solution

Our aim was to develop campaign materials that would enable people to imagine how autism affects real life. We chose applications that are office-based including desktop materials, meeting areas and collateral. The messages are supported with storytelling ideas that people can relate to.

60% of Vodafone UK employees now recognise the communication link between Vodafone and NAS, with 75% of employees understanding it was a mutually beneficial partnership.

"I do think that the materials The Team have produced are tremendous and unquestionably one of the best examples I've ever seen produced by a company to promote its charitable link ups amongst staff."
Nick Booth, Campaign Director, NSPCC

Marketing Design Awards 2004 - winner