Sir Robert McAlpine (SRM) wanted to engage its employees, separate itself from competitors, and futureproof its business by becoming the leader on inclusion in Engineering and Construction, and it wanted to inspire change across the construction landscape – around both its workforce and how it does business.
SRM needed to find a way to ensure the initiatives and messaging that championed its inclusive culture got maximum cut-through and were as engaging as possible for its employees. They also wanted to bring inclusion (and specifically disability inclusion) to life in a way that aligned with SRM’s values + inspired and engaged their employees.
Through partnering with a property that had inclusion in its DNA as Britain’s most inspirational team, SRM set out to do exactly this in the build up to the Tokyo Paralympic Games with ParalympicsGB.
The “Building to Tokyo” campaign used various channels and tools to engage employees and to bring inclusion to life in compelling and exciting way. These included activities such as athlete-led webinars, podcasts, events, virtual challenges, competitions, and videos, all with inclusion and employee engagement at their core.
Following a Paralympic Games like no other and incredible performances from the ParalympicsGB team, SRM surpassed all its objectives for the campaign by more than three times the targets and put inclusion front and centre of its business for its employees in an engaging, fun, and exciting way.
