Capita is simplifying the connections between businesses and customers, governments and citizens by delivering innovative consulting and digital solutions. They are driven to provide better outcomes, and part of that is ensuring their internal processes are managing financial crime. Fellow was engaged to create an internal campaign that not only employed engaging design, but also promoted the recognition and reporting of improper behaviour.
As the campaign needed to encourage the reporting of improper behaviour, the campaign needed to navigate the right tonal balance. Capita is a people-centric business looking to make real change, and so the campaign must reflect the positive, supportive, and collective nature of the business. The core idea of ‘Together, we can’ emerged–communicating the sense that everyone working together can make a difference, and that the outcomes for the benefit of the entire team.
Fellow worked with the Financial Crime team to develop this concept into a realised campaign creative. New feature elements were selected that sat in-line with the Capita brand, but would provide cut-through from other internal communications. These elements included the introduction of feature font and bespoke illustration set. As an inclusive organisation, it was integral that the illustration set felt diverse, which led to Fellow developing a modular illustrative system, providing adaptability and flexibility for future use.
Fellow rolled out the creative assets considering every touchpoint. Explainer videos were developed to provide complex information in a more engaging format. Audiences could visit the hub space to view supportive documentation and conduct further reading. Fellow also supported with social assets which could be shared on Capita’s internal platforms throughout the awareness week. All assets were outlined in a campaign guideline for easy rollout and reference. The campaign rolled out to the company’s 55,000 person global team.
