Embedding Vision and Values – showing employees how they can make their mark


Canada Life had launched their employee values using a ‘finger print’ concept but engagement levels weren’t where they needed to be. We were asked to relaunch them, and to bring their values to life, clarify them, make them make sense to the audience and improve engagement. Because the finger print concept had already launched in the 5 UK locations, we needed to take a pragmatic approach so as not to cause confusion or trigger cynicism and not to reinvent the wheel.

Thinking differently

Sometimes the right thing to do isn’t to tear everything up and start from scratch. Sometimes you just fix what’s there.

So the solution was to make sense of the finger print device giving it relevance and meaning. We developed a campaign called ‘make your mark’. By creating illustrations using new improved (human) fingerprints in a humorous and engaging way we were able to illustrate how the values would deliver the brand vision and to land very hard and direct messages about each of the 4 values – People, Excellence, Together and Integrity. We created film, a learning app, intranet site, posters, wall and site dressing and a manager’s pack that included a pack of cards, each value being a different suit and each suit describing the behaviours and attributes of the value and in each pack of cards was a card trick, and, appropriately, a maths trick to encourage interaction.

We dressed the entire head office site on 6 floors including the full height atrium using wall decals and banners and we planned and delivered launch events, workshops and internal email campaigns to ensure everyone was aligned with the brand vision and the digital transformation and understood how the values would help them to deliver it.