University of York
Data vis / Digital design
Adecco Group
Making GDPR engaging
Telling 36,000 employees across multiple countries and cultures that the rules around data privacy are changing wasn't a communications brief for the faint-hearted.
With GDPR coming into force in May 2018, the Adecco Group needed a global campaign that did more than inform. It had to educate, engage, and ultimately change behaviour across every level of a vast international workforce, in markets with very different relationships to regulatory communication.
Bespoke illustrations with real character
Soak developed a campaign built around a bespoke illustration style that was distinctive enough to stand apart from standard internal communications, with a thread of understated humour that translated well across cultures.
This carefully considered visual identity needed to give the campaign its own unique character without straying too far from the brand. Delivery spanned video, print, and interactive media, channelled through the tools and devices employees actually used daily. The campaign was localised into 15 languages, ensuring the accuracy of critical messaging was never compromised in translation. It culminated in a mandatory eLearning module that gave the business a measurable view of what the global workforce had retained.
A successful result
97% overall campaign reach and 100% completion of interactive training modules across all employee groups within the required timeframe.
The creative approach was so effective that it became the Foundation for a similar group-wide Cyber Security initiative.
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