Direct Line 'This Is Me' Employee Campaign

Direct Line Group (DLG) is one of the largest insurance companies in the UK, employing over 11,000 people nationwide. To celebrate all those people and highlight its inclusive culture, DLG wanted to launch an employee communications campaign that would bring all employees together and boost morale. What better way to celebrate your people than by celebrating all which makes them unique?

Under the strapline #ThisIsMe, we filmed Direct Line employees at work and home, asking them to share their stories in the form of ‘I am’ messages. We captured real emotion from real people and gained invaluable insight into DLG’s community. We then shared that with the entire group, with an intranet takeover, pull-up banners in offices and a whole host of easily shareable digital assets.

With this personal approach to storytelling, we fostered a real community feel. To keep the good stuff coming, we moved into phase two of the project, pivoting to a #ThisIsUs message. Challenging the day-to-day and the norms of working in such a large group, this phase encouraged everyone to listen to their colleagues and their teams, and it proved incredibly successful.

So far, the campaign has topped 7,000 views, with thousands of likes, posts and positive feedback from employees. It has led to employees talking about mental health and wellbeing, and there’s been a clear boost in morale felt right across the business.

Jennifer Thomas, Head of Internal Communications, says, “Our #ThisIsMe campaign is a fantastic celebration of the diverse people who make Direct Line Group such a great place to work.

“We’re all different – it’s what makes us strong – and we’re incredibly proud of the diverse and inclusive culture we’re building here, one where people can truly bring their whole selves to work. It’s been amazing to see so many people across the organisation getting involved.

“There’s always a real buzz whenever we share the video, and the feedback we’ve received throughout the campaign has been overwhelmingly positive.”