The Brief
How do you encourage BUPA colleagues to embrace a code of conduct so that it becomes an extension of their everyday lives?
The Solution
Build a unique ‘campaign’ approach to delivering Code of Conduct material across 12 months, based around Bupa’s 12 core principles, with the emphasis on experience over ‘top down teaching’.
Background
Our Approach
In an organisation such as Bupa, a standardised Code of Conduct (CoC) can have huge commercial implications, as well as positive benefits for individuals. BUPA brought Tilt on as strategic and creative partners to help bring their CoC to life.
Tilt’s strategy was to build a unique ‘campaign’ approach to delivering CoC material across 12 months, based around Bupa’s 12 core principles, with the emphasis on experience over ‘top down teaching’.
We ran user research across 9 different countries, featuring both in-person & digital feedback sessions. From that we developed core design principles and strategy.
This rich but lightweight mobile friendly experience integrated with Bupa’s LMS ‘SABA’, allowing Bupa to track engagement data. The piece is also multilingual, with content culturally tailored to each region.
It featured fun, memorable looping animations, short videos from real Bupa colleagues, and micro-interactions with dilemmas and stories. Yet, each ‘principle’ only lasts around 5 minutes – easy to fit into busy schedules.
Results
- The business experienced a 20% surge in competition above what they would normally expect.
- So well received that it is now being roll out globally across the business
- The feedback from employees has been very complimentary and unprompted
After just a couple of meetings Tilt really got what we were trying to achieve, which was to turn mandatory, risk-related training on its head and make it fun, accessible and relevant – something people want to do because it helps them do their jobs.
Tilt brought their creativity and digital capability in bounds to this project.
Ryan Steer Global Learning Product Owner