CAMPAIGN

An inspirational, integrated four-month campaign
Combination of digital events and content with local engagement activity
Leading up to the conference in February (event out of scope)
Connecting and engaging colleagues through the new purpose and DNA
Activating the people strategy and setting the vision (opportunities/expectations)
Building a strong platform of engagement, pride and trust to enable culture change

Launch campaign with CEO email/’Yap’ and purpose branding takeover of all digital channels
Include purpose film and/or signpost to it on joy of vision campaign hub
The film is short, emotive and impactful
Aim to build understanding and pride in the purpose
Framed by a simple question: What is the joy of vision?
Emotive story in words and pictures of colleagues and customers
Capturing how it feels to give and receive the Vision Express experience
What ultimate difference colleagues makes to the lives of customers
Using great colleague content to make a mix of films and media

An accessible and engaging digital home for the campaign
Features purpose film and people strategy roadmap
Hosts virtual roadshows and resources for local sessions
Constantly changing content with #joyofvision Yapster feed
Opportunity for other webinars, bite-sized training or films to drip-fed during the campaign

Virtual roadshow to engage managers with purpose and people strategy
Enable them to engage team with local sessions
Potential content: - Purpose film and DNA introduction - What does it mean? (Think of joy examples for colleagues and customers) - Why the change? Link to business strategy - People strategy roadmap and destination - Opportunities (e.g. recruitment, retention, performance, reward) - Expectations (break out introducing leaders as game changers)
Plus three virtual value sessions (50% exploring a value, 50% intro to related initiative or relevant bite-sized training) - Nov – Achieve (e.g. high performance) - Dec – Connect (e.g. customer experience) - Jan – Together (e.g. colleague engagement)

Manager-led team sessions to build colleague understanding of purpose
Content is light version of manager session content
Content light version of manager roadshow - Purpose film and DNA introduction from senior leader - What does it mean to you? (Think of joy examples for colleagues and customers) - Why the change? Link to business strategy - People strategy roadmap and destination – what it means for you
Plus three virtual value sessions including: - Round-up of campaign so far - Introducing a value (Nov – Achieve, Dec – Connect, Jan – Together) - Team discovery activity - Potential signpost to bite-sized training

Colleagues share what joy of vision means to them on Yapster (as text, image or films)
They’re encouraged to make them as honest, passionate and/or fun as they can
This shifts into people sharing any example the purpose or values in action
Each month the examples with the most ‘likes’ are entered into a prize draw
Aim is to create connections, build understanding and pride in the purpose
To capture real stories and examples to illustrate the purpose in action – the best can be developed and turned into professional films

Teams are empowered to give a little unexpected joy to chosen customers
Gifts could include special discounts, upgrades or even free glasses/contact lenses
This could link to Christmas activity and charity or community action
Stories, pictures and films are captured and shared on Yapster and potentially externally

The festival culminates in the annual conference – whether it’s virtual, face to face or a hybrid
The most powerful stories captured during the campaign are used to bring the purpose and values to life
Recognition awards reflecting the new purpose and values are given out to colleagues who have epitomized them or contributed most to the campaign
A fitting end to the campaign and sets the tone for ongoing culture change
On-Demand ‘JOYTV’