HS2
HS2 is the biggest engineering project in Europe. It will shape the future of many people's lives and the future of the country. We are proud and excited to be working on this project with people that are as extraordinary as the project itself, keeping stakeholders, employees and the public informed and engaged.
The challenge
Across multiple projects, our work was to engage hard-to-reach audiences and encourage specific behaviour change. This included education and career communications in schools and other learning settings; health and safety communications for front-line engineering and office-based employees; and explaining environmental challenges and project progress to political and public audiences.
Every message operated against a backdrop of negative media attention and unusual scrutiny. On-site teams had limited time and attention, while political audiences were surrounded by competing communications.
Our approach
Research showed us the way. Quantitative and qualitative research helped us understand what different groups needed, which channels they preferred and how quickly each message had to land. We used that evidence to develop direct, high-impact communications that got to the point quickly.
What we produced
Quantitative and qualitative research, communications strategy, creative development, editorial development, animation and film.
What changed
HS2's independent research recorded a 45% increase in reach among target audiences. Across the projects, research also showed stronger project recognition and understanding of the messages.
Related work