The brief & background:
How does LNER, essentially a key national network service, encourage their staff back to work. The government’s Covid messages worked (but with unexpected outcomes)! LNER stakeholders were fearful their workplace might not be a safe place.
When the government messaging signalled a return to work, we used this as an opportunity. An opportunity to REUNITE a dedicated team of people who value their role in this essential service industry. LNER’s TV commercial speak from the heart – they are honest and emotionally resonate. Respecting this TOV was key.