ALONGSIDE THE LAUNCH OF THEIR NEW THREE-YEAR STRATEGY, THE GENERAL MEDICAL COUNCIL (GMC) NEEDED TO DRIVE GREATER ENGAGEMENT AND CONTRIBUTION ACROSS ITS 1,200 EMPLOYEES.
Following a recent relocation, from London to Manchester, the leadership team wanted to rebuild a sense of connection and understanding of GMC’s future goals and ambitions. Colleagues would need to play a critical part in achieving these goals.
GMC approached Morgan Agency to support with this process and we started by clarifying some realistic goals and articulations of what would be different if these were achieved.
GOAL: “Employees to understand the strategy, role they play and why they should care.”
BEHAVIOURS: “More proactive and a greater desire to contribute”, “actively participate in, and value, collaborative behaviour.”
The ONE GMC campaign
We used these objectives to craft the One GMC campaign. A campaign with solidarity and togetherness at its heart, and based around the Morgan Agency concept of extended line of sight. This goes beyond the normal idea of showing people their part in the strategy, to connect them to the ‘impact their organisation makes in the world’.
This took the form of a visual campaign including banners, posters, digital assets and an animation to support deeper engagement work such as:
• Senior leadership workshops
• Line manager preparation
• Team discussion sessions
• Team commitment making (and crucially review).
To date the feedback has been outstanding and we’re developing methods to keep the dialogue going through further engagement activity and deeper connection with the emotional aspects of the GMC’s important mission.