Salford City Council
Internal Marketing Campaign
Graphic Design | Campaign Design | Branded Materials
Internal Marketing Campaign
Graphic Design | Campaign Design | Branded Materials
Salford City Council required an internal marketing campaign to promote honesty and integrity among employees. The aim was to deter dishonest behaviour within the council, but rather than taking a negative or accusatory approach, they wanted a campaign that would be empowering, positive, and engaging. The messaging needed to encourage employees to take responsibility and feel confident in reporting dishonest behaviour through the newly introduced Honesty Action Line.
Trigger developed a bold and positive campaign message: “Honesty isn’t just the best policy, it’s council policy.”This reframed the issue by focusing on trust, responsibility, and empowerment, ensuring employees felt encouraged rather than scrutinised. To make the campaign highly visible and accessible, we designed posters with detachable contact cards that employees could take away, ensuring the hotline number was always at hand. In addition to print materials, we created branded mugs and coasters in Salford City Council’s distinctive hot pink, reinforcing the campaign’s presence in staff rooms, offices, and communal areas. These everyday items served as constant, non-intrusive reminders of the message, embedding the campaign into the council’s daily working environment. By using a friendly and inclusive tone, the campaign successfully encouraged employees to take action against dishonesty in a way that felt natural and constructive.
The campaign was quickly and effectively rolled out across the council, ensuring employees at all levels were aware of the Honesty Action Line and felt confident in using it. The positive messaging approach resonated well, reinforcing a culture of trust, integrity, and shared responsibility without creating a negative or accusatory atmosphere. Through a combination of striking design, impactful messaging, and practical branded materials, the campaign successfully engaged council employees and helped embed honesty into everyday council culture.
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Trigger Education is the education focused division of Trigger Solutions, a leading creative design and digital marketing agency.
