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A cultural change campaign to cut through the noise

How a new tone of voice grabbed employees’ attention

culture change campaign Network Rail
network rail logo
The client

Network Rail 

The challenge

How do you support cultural change with copywriting and tone of voice? How do you drive adoption of new practices, ensure engagement, and communicate your future vision? Network Rail’s staff were bombarded with communications and, frankly, ignored most of them. We needed them to pro-actively report potential maintenance issues before the item failed.

The solution

We decided to adopt the attitude and tone of the track-side worker in employee communications. We made the employee the hero by articulating their achievements. Down to earth, no nonsense, bit cheeky, puns. It’s a non-corporate tone.

The writing

'Collect this. Fill out that. Forms. Templates. Procedures.
Blah blah blah...'

'But, you know what? We turned around over ten S14 incidents in under two hours last month.

How? Because the AM rerouted two mainlines as soon as it happened. He knew the risk of S14 on that line segment because of info collected from other teams.'

The results

The client particularly liked the attitude of the copy and the way it articulated the
feelings of track staff.

The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Barnaby Benson

Agency: OPX

Client: Network Rail

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