Aldermore’s decision to launch in mid-2009 during the global financial crisis was in itself ‘risky’. As a ‘challenger bank’ - competing with large, long-established entities - it operates within a similarly adventurous mindset.
The Bank asked us for a campaign to help employees understand Risk Management, why it’s important and how to integrate it effectively. They wanted employees to be aware of key risks the business faces and what managing Risk really means on a daily basis.
Risk seems to be part and parcel of Aldermore’s DNA. We took this as our starting point, developing the position ‘We are all risk managers’. This stance sends a clear message; everyone has a part to play in managing risk. To emphasise the point, we featured a cross-section of employees, using quotes about their roles to reinforce key risk behaviours. For example, one poster featured a PR manager describing how they manage and mitigate reputational risk.
A combination of employee imagery and lifestyle risk-related illustrations and iconography, such as rock climbing, better differentiated each risk area. This illustrative style continued in our animation which explained a complex and abstract topic.
The campaign was successful, with many commenting on how well it conveyed potentially complex message in a proactive and positive way. The Management board were so enthused that they requested a booklet that summarised the campaign, to use as a case study across the business. A second phase is being considered.