The National Grid: “The Energy Inside” Campaign

The challenge:

National Grid needed an internal communications strategy and messaging framework to support the transformation of their in-house Shared Services (e.g. HR, reporting, purchasing and Property). Social & Local started working with them just ahead of relaunching as National Grid Business Services (NGBS).

Our approach:

By speaking to staff members and reviewing colleague feedback from their cNPS survey, we established a need to address the extant facelessness of Business Services and create a sense of being one team rather than 7 separate services as they transitioned through the change curve.

NGBS’s core service attributes (responsive, reliable and easy to deal with) were already agreed, as was the corporate vision ‘Bring Energy to Life’. Building on this platform, we co-developed with leaders from each of the business services to create fresh articulation of who they are striving to be for National Grid: The Energy Inside.

The Energy Inside both brought to life the value that NGBS adds to National Grid’s whole operation as well as united staff behind a single purpose. We underpinned the strategic work with a bold new brand look and easy-to-understand messaging to make them more visible and better understood.

It resulted in us winning an IoIC (Institute of Internal Comms) Award of Excellence in the Strategic Communications category for ‘Most Effective Culture Change Programme’.


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