Aviva Brand & Corporate Affairs
Volunteering Week campaign
Aviva’s UK volunteering hours were at 35.7% of a 2022 target of 23,975 hours and they needed to significantly increase them to hit the 2022 target, and to stay on track to deliver the 2025 ASA of 300k hours target.
Our brief was to create an engaging internal campaign in the build-up to Aviva’s Volunteering Week. The goal being to inspire employees to participate in the multiple volunteering opportunities available by accessing the 21 volunteering hours offered to all Aviva staff.
The Solution
Whilst hours were a good indicator of engagement and the KPI used to measure volunteering, we decided to focus on the number of employees participating in volunteering to bring about longer-term behaviour change and deliver societal impact.
Our concept used the popular idiom – ‘All in a day’s work’ to position volunteering as an intrinsic part of an Aviva employee’s role. It communicated the philosophy that Aviva is a force for good in the world and a company that actively encourages its employees to participate in making the world a better place.
It drove behavioural change by using real life examples of Aviva employees actively taking part in volunteering and suggesting it was as much a part of their responsibilities as their daily tasks, thus instigating action.
Channels included email, web page redesign, presentation packs, digital screens and internal comms assets such as desktop backgrounds and email signatures.
The Results
The redesign of the Volunteering Hub home page made it simpler for users to find the information they needed whilst also providing a template to be replicated across the rest of the site. Multiple users commented that the site is now vastly improved from its previous versions.
The expertise offered in the website redesign can be said to have significantly supported volunteering engagement during September and beyond with 50% more traffic to the site during the volunteering week compared to previous highest peak activity (3,000 views).
