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Telia Company

Corporate responsibility. We all know it matters, but really, who cares? We’ve been helping Telia flip the concept, showing that if you dare to be different the answer can be ‘just about everyone’.

Corporate code of conduct. No sooner are the words laid on a page than the mind turns to dry, impenetrable reams of paper and emotionless box-ticking process.

Yet it’s a fact of life for any organisation above a certain size. For some, it may be about nothing more than ticking off another legal requirement. For Telia Company, however, it was an opportunity to nurture the right kind of internal culture – one of responsibility and positive behavior. One of doing the right thing.

Just one problem: how do you get people to not just read it, but to actually consider it? And even, dare we say, return to it again?

Telia set us the challenge of engaging its 26,000 employees in 13 countries, from Sweden to Uzbekhistan, with a new Code of Responsible Business.

The power of “Don’t”

Telia’s new code was the perfect opportunity to demonstrate how its new brand could extend into the kind of nooks and crannies usually left to the legal folk.

To do this it would need to demonstrate Telia’s core brand principles:

Dare – so people will engage with and remember the content
Care – so people feel supported to do their best work
Simplify – so people understand the content quickly and easily

To encourage engagement, we decided to make Telia’s code the one thing people wouldn’t expect it to be: fun.

There’s no getting away from the fact that a code of conduct is about telling people what not to do. So we based our concept on all the things you shouldn’t do at work, supporting the examples with tongue-in-cheek illustrations and animations. For example, ‘Don’t favour family’ shows a company board of directors made up of four family members, including the dog.

Striking the right chord

It was important that our content found the right balance: ridiculous enough to be surprising and memorable, but not so much that it detracted from the message or caused offence.

We tested our initial concepts with staff at Telia to ensure the messages would resonate with a broad international audience.

The copy played an important role here too, as a living example of Telia’s new tone of voice. It had to be simple, so that it was quick and easy to digest. And it had to strike a caring note – one that helped the reader to do the right thing, rather than dictating a set of rules.

An immersive experience

We produced the code in the form of a broadsheet newspaper and a website featuring 17 animations that explained the key messages.

To support the launch of the code, we created posters, event roll-ups and even Rubik’s cubes featuring the new cartoon characters.

The campaign kicked off with a teaser game – ‘don’t play this game at work’ – building on the ‘don’t share sensitive information’ idea. Presented with a business flight scenario, the player has to physically shut their laptop lid to protect data from prying eyes. The player is then directed to the Responsible Business Code website.

Different approach, different impact

The engagement so far has been impressive, with 20,000 staff viewing the code in the first 8 weeks.

Wolff Olins had a unique take on a common business brief. This has engaged the whole organization and has amplified our culture of positive behaviour.” Mahsa Sina, Ethics and Compliance Officer