Barclays risk campaign

Barclays wanted to drive awareness around risk among team members. They needed an eye-catching campaign that would shift people’s attitudes.

 

The challenge

Some colleagues felt certain risks weren’t their responsibility. Rather than turning a blind eye, Barclays needed everyone to be vigilant and take ownership of issues.

 

The idea

We created a concept around being "Risk Hunters", proactively seeking out threats. Imagery of risks and dangers found in the natural world not only cut through Barclays’ existing corporate communication. From a behavioural change point of view, showing natural dangers taps into our primitive response to threat and the desire to remove that danger. 

 

​The result

The client was thrilled that the posters - while still following Barclay’s brand guidelines - were eye-catching and surprising, standing out from the usual Barclays internal communications and helping to raise awareness around risk.

​