Contact
Open Menu Close Menu

The challenge

Network Rail owns, operates and develops Britain’s railway infrastructure. It is a large and complex organisation with multiple offices and over 40,000 staff. Network Rail have a writing style guide that must be followed in all communications. 

The Leadership architecture programme is a new people management framework to support the recruitment and development of people across the business. 

Eleven was commissioned to deliver the awareness and engagement messaging for this programme. 

It's a relatively complex concept that outlines the leadership behaviours that are expected at all levels of the organisation, helping employees to understand how they progress. It impacts all staff, from those on the frontline to senior leadership. The average reading age of Network Rail's staff is low so the messaging needed to be accessible.

The challenge
The challenge
The challenge

The solution

We worked closely with the team at Network Rail to make this complex content simple and engaging to all staff at Network Rail.

We suggested an explainer animation script and comic strip narrative. This was chosen because the content needed to be accessible to all 40,000 of Network Rail’s staff.  
 
The language of the animation was clear. It included colloquial expressions as the intention was to use language that people use in everyday life. This approach also helped tie in with Network Rail’s established tone of voice, which is known as ‘Speak passenger’. 

As a result of the challenges and requirements, we also worked to Plain English standards on this project. Every word was interrogated to ensure it would make sense to everyone. To make sure that the content really was accessible, the copy was tested with a sample of staff from across the organisation, before it was finalised.

The Leadership architecture programme is a potentially complex subject. The copy used helped to convey the messages in as simple a way as possible. This also helped the audience focus on the aspirational nature of the messages without their attention being reduced as they interpreted the content. The sentences were short and concepts kept very simple. Keeping the language clear, simple and easy to understand helped the messages to be easily received by those with low reading ages. 

We also created an interactive infographic to give staff a simplified view of the six different leadership levels, and what behaviours they need to adopt to progress to the next level.

And finally, we created a comic strip of characters discussing the leadership levels and what it might all mean to them. This was used in Network magazine to help launch the new model to the business.


We worked closely with our client to make this complex content simple and engaging.

We worked closely with our client to make this complex content simple and engaging.


We created a comic strip of characters discussing the leadership levels.

We created a comic strip of characters discussing the leadership levels.


We created a high-level animation to explain the concept.

We created a high-level animation to explain the concept.


Leadership behaviours collateral_Interactive Infographic_1

The impact

The client was so pleased with the service and collateral received that they have already commissioned us to work on their next project.


+1

Initially the brief proposed creating a series of animations to explain the model. But, having reviewed the content, we proposed creating a high level animation as an introduction to the topic, as well as an interactive infographic instead of any additional animations.  

The interactive infographic is more flexible for the individual to be able to view at their own pace and they can choose to dig into the detail of the information most relevant to them.

GOT A MARKETING CHALLENGE?
We can help you
solve it, for good.
We can help you <br> solve it, for good.