Give Time call to action 'Do 2, Nominate 2'

Reckitt Benckiser’s Give Time

Maximising this FTSE100’s global employee volunteering programme.

Reckitt Benckiser’s Give Time programme is a cornerstone of their global employee engagement and community outreach. Approached to refresh the campaign with a concept that would genuinely motivate staff, we created something with the energy of a movement – in the spirit of the ice bucket challenge. Delivered in two stages, we launched a teaser campaign timed to coincide with global Giving Tuesday, followed by the full ‘Give Time to the power of 2’ campaign in January, generating real momentum across the business.

Sectors and services: Education; Brand presence; Digital + Film

Tags: brand language; illustration; marketing; animation; digital presence; social media; programme; volunteering

Give Time to the power of 2

Give Time² launched with a new call to action, 'Do 2 Nominate 2', which was to activate staff to do their two days of volunteering and then name two colleagues to do theirs. This was in the style of the 'ice bucket' challenge with the knowledge that camaraderie and competition are key to driving greater engagement. A film was created to be used worldwide.

Partnering with Giving Tuesday

The campaign was given a preview by partnering with Giving Tuesday as a method to get some global momentum before launching the new Give Time² campaign.

Digital assets

To aid staff in sharing their experiences across social media with friends and family, we provided animated logo badges to be applied onto photos. They were provided in different colours and on a clear background to work well on Instagram and Twitter.

A set of email footers were applied to the global email signature to ensure we reached all the staff and promoted the company's activities to all its partners.

Posters were distributed as pdf for local production and editing as required.

It was also important that staff record their volunteer activities and share their experiences with colleagues. The internal platform Goodera is the route to do this – the film raises awareness of this. This film is to be used 6 months after launch as a way of reminding staff to get involved.

“Working with Fit Creative has been a positive and rewarding process. From ideation through to delivery, Fit Creative have been imaginative, enthusiastic and creative with our original brief. As our project progressed, Kara was efficient, attentive and flexible with growing demands. The outcome has been fantastic and landed well.”
Susannah Herbert
Social impact and partnerships officer
Reckitt Benckiser