Services Creative and digital Internal comms
Vodafone identified gaps in employee awareness surrounding device security and the importance of document and information confidentiality. An internal communications campaign was required to raise awareness of these issues and build more vigilance among employees.
To avoid employees feeling reprimanded or lectured to, we wanted to raise awareness through a light-touch, informal communications campaign to create “light-bulb” moments among employees. We wanted employees to recognise the risks around current behaviour and provide information to encourage them to be more alert in the future and know how to minimise risk.
We created a character – ‘Ghosty’ – who acted as a figure in the background of the office. ‘Ghosty’ could overhear conversations, see when documents had been left unattended and access unlocked devices.
A teaser campaign was launched to create intrigue among employees with illustrations of ‘Ghosty’ placed in high traffic areas across Vodafone HQ, without any explanation.
The campaign evolved by providing the HQ security team with physical and digital ‘Ghosty’ assets to distribute, for example:
The campaign was supported on a longer-term basis with regular ‘Ghosty’ communications to refresh knowledge and remind staff of the importance of security vigilance.
of employees surveyed recalled the campaign
of employees who recalled the campaign understood the importance of security vigilance
of employees who recalled the campaign said it made them think about what they do and say at work
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