Radley Yeldar

Radley Yeldar is an award-winning, independent, London and Birmingham-based creative consultancy helping to create a world that believes in business.

London, United Kingdom
Founded: 1986
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Skills
digital strategy
Brand Identity
content strategy
reporting
Insight
Experience Design
employee engagement
Brand platform
Ecosystems
Guardianship

and 6 more

Clients
Shell
Vodafone
GSK
Costain
Fairtrade
Cargill
Lloyds Banking Group
Arm
UK Home Office
Coca-Cola HBC

and 11 more

Sector Experience

Film Production
brand identity design
Digital
Sustainability Reporting
Employee Engagement
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GVC | Changing for the Bettor

by Radley Yeldar

Challenge


With gambling attracting unflattering headlines in the media, GVC’s people were finding it difficult to speak up to friends and family about how GVC promotes safer gambling as an entertainment company. GVC’s safer gambling strategy ‘Changing for the Bettor’ is leading the industry in preventing problem gambling, but internal awareness was not as high as it needed to be. While employees had heard the name, most didn’t know what it entailed or how it applied to their roles.

Approach

With the industry’s ‘Responsible Gambling Week’ an impending milestone, we were tasked with making safer gambling integral to how everyone thinks and acts at GVC. Working within existing channels, complimenting GVC’s new employer brand, we developed an ongoing engagement strategy with a unique look and feel. We brought the safer gambling strategy to life through digestible weekly stories, hosted on an always-on safer gambling space on GVC’s intranets. We showed that safer gambling should always be front of mind, not just for one week per year.

Results


Initial response was positive, with online comments such as, “about time we shout about it” and “fantastic to really make a difference”. Mentions of the strategy by name have increased and the campaign is being used by recruiters to attract talent. We are continuing to monitor internal sentiment through the use of flash polls and the annual employee survey.

Tags

employee experience
Employee Engagement
internal comms
Internal branding
Internal engagement
internal marketing

Clients

GVC Holdings