Corporate responsibility is high on boardroom agendas these days. As part of theirs, National Grid wanted to encourage its 9,000 employees to join volunteering and fundraising activities in their local communities.
We created an inspiring interactive toolkit that encouraged staff to explore and then join local ventures. By conveying the useful, transferable skills developed in various volunteer roles, we first piqued personal interest. The human dimension was added via case studies, creating a sense of connection and emphasizing the positive impact of volunteering – both on the volunteer and the people they were helping.
This engagement was used to nudge people toward our map of opportunities, removing the obstacle of not knowing where to begin. Self-interest and local belonging were thus transformed into effective neighbourhood action – through the power of creative persuasion.
As a result, National Grid is not only bringing light to our streets, but into lives and communities too.