Improve awareness of Babcock’s Confidential Care Helpline, created to support staff who have witnessed or been the victim of unacceptable behaviours.

Our experiences of offices is that the walls are often already busy with layers of posters to the point that important messages are lost among a forest of less important ones – lost cats, cake sales and ride sharing. So, we decided our first objective was to ensure the posters were looked at.

The stark isolated images of animals create an engaging juxtaposition with the rather conservative office environment, and enabled us to deliver a friendly punchline in the copy.

The campaign was successfully deployed throughout the division.