Jaguar Land Rover (JLR) publicly committed to reducing their C02 emissions by 25% by 2012 and to improve the green credentials of their vehicles. They recognised that they needed to tackle this challenge from the inside and work out. Their first task was to change the attitudes and behaviour of their 15,000 strong workforce. So, they appointed Home as their internal communication partner.
Green is for GO
We proposed that a clear message needed to be sent to employees through a large-scale employee engagement campaign.
The purpose was to:
• Encourage employees to think differently about what the JLR brand stands for
• Embed Environmental Innovation into the business’ culture by changing day-to-day behaviour
• Educate the workforce about what being environmentally sustainable means and why it is important to change now.
We’re not just talking rubbish
JLR employees can be quite cynical and are predominantly male. The audience included engineers, designers and shop floor workers, shopfloor workers, so any campaigns we produced had to be segmented to suit the different audiences.
Our aim was to achieve the right type of behavioural change within each population. We knew we needed to avoid the fluffy language, suggestive pictures, irrelevant claims and gobbledygook - therefore, we proposed a no nonsense approach to messaging, combining humour with hard environmental and financial facts.
We created a series of communications with tailored action oriented messaging that was relevant to the different audiences. Call to action requests were grounded in specific actions with potential cost-savings highlighted.