Celebrating the people of Openreach to make its commitment to be ‘Open to Everyone’ famous.
Openreach
With Every Fibre
THE PROBLEM
Openreach asked us to showcase to the world its thriving diverse and inclusive workplace, to inspire pride within their teams and admiration from everyone else.
OUR APPROACH
We created the ‘With Every Fibre’ campaign to champion Openreach’s army of engineers whose job is as much about connecting and engaging with people and communities across the UK as it is fixing wires and cables.
THE SOLUTION
A first-of-its-kind survey with Openreach employees lifted the lid on the joys, challenges and most memorable on-the-job moments of the modern day broadband engineer, as well as showcasing what sets Openreach engineers and its people apart. We unearthed stories that spotlighted Openreach’s brilliant technically skilled people as individuals with huge amounts of empathy and emotional intelligence. People who understood the meaning of keeping people connected in more ways than one. As an integrated engagement campaign, reaching audiences across internal and external channels, the campaign highlighted why an Openreach engineer is one of the proudest jobs in the UK.
THE RESULTS
80 total pieces of top tier coverage
Championed by executive stakeholders across all internal BT Group channels
100% positive sentiment from campaign, triggering second phase of the campaign
