Visa is Europe’s leading payments system, providing innovative cashless payment solutions that make money flow for millions of customers.
With the introduction of the Bribery Act and anti-bribery laws being tightened in many countries, Visa has placed a specific focus on developing a culture of compliance around preventing, resisting and identifying bribery and corruption.
To ensure that employee defences are always up, Visa asked us to help bring dry policies and procedures ‘to life’, drive deeper understanding around the practical action they must take, and ultimately reduce the risk and impact of both inadvertent and intentional offences.
We developed an awareness campaign that educated their employees, explaining what bribery is, identifying it in its various forms and urging employees to report any suspicions or actual incidents immediately. To help engage employees (both tonally and visually), we came up with ‘Know bribery’, a concept with a strong, imperative message that both embodies Visa’s zero tolerance approach but also stresses the need to be aware of the facts surrounding a topic with many grey areas.
High-level and focused
Using this campaign identifier, we introduced bribery using easily-relatable analogies - to avoid the usual jargon - and provided background as to why it matters to both Visa and individuals.
To break down such a wide topic, we then focused on three key risk areas identified within their anti-bribery framework, and summarised the main points for employees in a handy booklet. This was supported by ambient media such as plasma screen animations that explained the three risk areas in a light-hearted way but with a serious message. Both helped to drive employees to a central campaign intranet hub in Q&A format to find out more information.
Visa's brief presented plenty of challenges, not least an internal brand that allows little wiggle room, and the need to make use of a recent migration to a Sharepoint platform. Our ‘Know bribery’ tagline was well received by employees, stakeholders and brand guardians alike, as its double meaning was clear, capturing the right tone for the communication, and being 'on-brand'. The Sharepoint site was also well liked, and visited, and has become a benchmark for effective use of the new platform.