The Group’s aim is to turn itself from a bad example into an industry role model within a few years. The topic is a priority and is manifested in the establishment of an “integrity management” department, which is linked to Group Communications.
First steps
We start with a detailed analysis and a target/actual comparison. It is important to us not to treat integrity as a special issue, but to position it in the day-to-day work of all colleagues. No one should be able to ignore it.
Challenges
What exactly is integrity? And what does it mean in our everyday lives, in our decisions and in our thoughts? Integrity has many facets and, above all, an ethical component. The underlying values must be highlighted, explained and made tangible for everyone. The workforce is very heterogeneous and diverse.
Implementation idea
An ambassador program – numerous colleagues from all divisions are taking part and showing their faces. They are sensitized in workshops and networked with each other. They all come from different positions, areas and brands. Their message is: everyone is a role model for acting with integrity at all times and in all places. In the accompanying campaign, selected faces are linked to messages and played out in places with maximum accessibility. Print and online formats complement the program.
Result
Show your face, give courage – the campaign achieved an enormous response thanks to its special design, personalization and reach. The ambassador community is still growing today and has produced hundreds of role models even before the target was set. The company has already reached many milestones on the way to a speak-up culture – not least because the management is credibly behind this campaign and leads by example.
Photo by Alex Shute on Unsplash