A cultural change campaign to cut through the noise

How a new TOV grabbed employees’ attention

The client

Network Rail 


The challenge

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

Barnaby Benson Copywriting Agency, UK

Barnaby Benson Ltd is a leading UK copywriting agency. Based in London, we provide copywriting services for many agencies and brands. We offer a wide range of writing services with a strong reputation for tone of voice.  Want to find the right words to make your point? Get in touch with us: we can help.

Barnaby Benson Copywriting, 211 Norwood Road, London, SE24 9AG 

Tel: 020 8674 3551  Contact Us

© 2020 by Barnaby Benson Ltd

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