Health, Wellness and
Safety Training

The Brief

C&B was asked to retool RBC’s Employee Value Proposition to better reflect the current realities of employees and the broader labour market in the wake of historically low unemployment rates.

We were tasked with following this up with the creation of a new employer brand platform and broad recruitment marketing campaign to attract better talent, rebuild company morale, and decrease attrition rates.

Background

One of the world’s largest gold mining
companies wanted to boost employee safety, mental
health, and overall wellness levels.

The problem was that their previous engagement efforts
struggled to engage employees in a meaningful way.

One of the world’s largest gold
mining companies wanted to
boost employee safety,
mental health, and overall
wellness levels.

The problem was that their
previous engagement
efforts struggled to engage
employees in a meaningful way.

The Brief

RBC wanted to attract
better talent, rebuild
company morale, and
decrease attrition rates.

C&B was tasked with
coming up with a new
employer brand
campaign that:

The Brief & Insights

Previous efforts to change attitudes and the
overall culture had failed because miners didn’t
respond well to traditional Powerpoint approaches.
Traditional mental-health and wellness
programs were also dismissed because of
entrenched cultural beliefs.

Previous efforts to change
attitudes and the overall
culture had failed because
miners didn’t respond well to
traditional Powerpoint
approaches.
Traditional mental-health and
wellness programs were also
dismissed because of
entrenched cultural beliefs.

C&B was tasked with coming up with a new employer brand campaign that:

Reimagined their Employee Value Proposition
Invented a tagline that worked seamlessly with RBC’s Unifying Advertising Expression
Ideas Happen Here.
Come up with a new employer brand platform and broad recruitment
marketing campaign that inspired and excited existing and potential employees, alike.

Reimagined their Employee
Value Proposition
Invented a tagline that worked
seamlessly with RBC’s Unifying
Advertising Expression Ideas
Happen Here.
Come up with a new employer
brand platform and broad
recruitment marketing campaign.

Insights

C&B uncovered the following insights through our research:

The Great Resignation and the War for Talent forced RBC to reimagine the complex relationship between employer & employee and work & life.
What was attractive about RBC is that it offered employees interesting opportunities and possibilities on one hand,
and stability and security on the other hand.
Employees wants and needs differ from person to person and change over time.
Employees are looking for careers that fit their lives and lifestyles.

The Solution

Our solution started with reimagining RBC’s Employee Value Proposition.

To focus our campaign, we started by dividing employees into five
categories that coincided with their phase of life and stage of career.
‍
This allowed us to personalize and better target content.

We focused our campaign by dividing employees into
five categories that coincided with phase of life and career stage.
‍
This allowed us to personalize and better target content.

The Solution

1. The Animated Film

We needed to find an innovative strategy to get employees to open up and discuss
their feelings without feeling pressure or embarrassment.

We created an original animated film in which the protagonist was dealing with a mental health
crisis, alcohol dependance, pushing friends and family away, and being closed to help.

We needed to find an innovative
strategy to get employees to open
up and discuss their feelings
without feeling pressure or
embarrassment.

We created an original animated
film in which the protagonist was
dealing with a mental health crisis,
alcohol dependance, pushing
friends and family away, and being
closed to help.

2. The Workshop

The animated movie kicked things off. The employees were excited to discuss
the issues facing the film’s protagonist in ways that they were never open to talking about themselves before.

The animated movie kicked things
off. The employees were excited to
discuss the issues facing the film’s
protagonist in ways that they were
never open to talking about
themselves before.

Discussions were aided by six
deconstruction videos that broke
down the themes of the film and
helped participants see themselves
and those they loved in the
characters of the movie.

Discussions were aided by six deconstruction videos that broke down the themes of the film and helped
participants see themselves and those they loved in the characters of the movie.

This included the creation of a visual style guide, icons, and templates that have
been rolled out across the enterprise and is used to guide all external-facing
recruitment efforts and internal-facing employee engagement efforts.

3. The Virtual Reality Experience

The next hurdle was teaching participants how to recognize their own mental and physical health issues,
and embracing new habits that would help them lead healthier and happier lives.

The solution was gamifying the lesson through a VR experience. Using a Meta Oculus headset,
participants learned how their own choices affected their overall health.

The group was also introduced to meditation and other mindfulness techniques.

The next hurdle was teaching
participants how to recognize their
own mental and physical health
issues, and embracing new habits
that would help them lead healthier
and happier lives.

The solution was gamifying the
lesson through a VR experience.
Using a Meta Oculus headset,
participants learned how their own
choices affected their overall health.
The group was also introduced to
meditation and other mindfulness
techniques.

4. The Graphic Novel

The lessons from the VR experience and animated movie were distilled into a
graphic novel that participants kept as a resource.

The graphic novel mixed entertainment with helpful tips in order to make it a
reference book that they’d actually read, use, and hang onto.

The lessons from the VR experience
and animated movie were distilled
into a graphic novel that participants
kept as a resource.

The graphic novel mixed
entertainment with helpful tips in
order to make it a reference book
that they’d actually read, use, and
hang onto.

Digital and Social

We created the copy, photography, and layout for
LinkedIn, Instagram, and Google banner ads to drive
visits and applications on RBC’s career site.

We created the copy, photography,
and layout for LinkedIn, Instagram,
and Google banner ads to drive
visits and applications on RBC’s
career site.

Out of Home

We created an out-of-home campaign in
targeted locations to reenforce the idea that
RBC is an ideal destination for top talent.

We created an out-of-home
campaign in targeted locations to
reenforce the idea that RBC is an
ideal destination for top talent.

Documentary Film &
Animated Storytelling

To help bolster application numbers for other
RBC business divisions, C&B developed a series
of documentaries and animated shorts that told
real stories of real RBC employees.

Health, Wellness and
Safety Training

The Brief

Background

The Brief

The Brief & Insights