UK Government Agency

Inspiring behaviour change within UK government

The challenge

A major UK government agency was struggling to effectively communicate messages around physical, cyber and data security to internal audiences. They knew that employees could and should play a crucial role in the detection, deterrence and prevention of potential security threats – they just didn’t know how to inspire proactive behaviour change within the organisation and beyond!

Added to this, the areas they were focusing on – such as data security – were often dry, complex and technical. Part of the challenge was around creating more engaging and accessible content, as well as pinpointing the approach needed to drive behaviour change and enhance security culture.

The government agency approached Spoon in London, experts in internal communications and behaviour change, for strategic insight and creative solutions.

The solution

The Spoon team created a series of behaviour change campaigns around four main subject areas, including physical security, mail screening and online safety. Each campaign comprised a bundle of content assets such as animations, quizzes, posters, web banners, downloadable guides, screensavers, survey reports and fact sheets. All of these were designed according to four campaign concepts.

The key to hitting the client’s objectives was understanding how best to convey serious and often complex messages. We achieved this in different ways: with the campaign around physical security, for example, the team decided to personify different security behaviours and create a visual identity that played on the iconic World War II propaganda campaign (‘Loose lips sink ships’).

We knew that by depicting bad security behaviours, we’d be giving employees permission to become ‘agents of change’ within their own departments and organisations. Personification also helped lift dry content and turn it into something accessible, digestible and entertaining.

We approached the cyber security-focused campaign in a similar way: a catchy tagline (‘Don’t take the bait!) was complimented by creative and eye-catching design. Animations were used across campaigns to explain complex information in a clear way, and quizzes were created to help build momentum, engage employees and reiterate key learnings.

The result

What initially started as a one-off project quickly became a series of four behaviour change campaigns, all of which succeeded in improving employee behaviour.

A major UK bank then approached us to create a similar internal campaign for their own employees after seeing these campaigns across various channels.

“[Spoon]… was able to properly understand the look and feel we were after, and their designs met the briefs we provided. They have been receptive to feedback throughout the whole process, and were eager to make sure we got a finished product we were pleased with. A pleasure to work with.” ​

Personnel and People Security Research Team

“The [Spoon] team produced a comprehensive advice campaign for us, including informative and striking guidance products which have received much positive feedback. The team were very flexible and receptive to our comments throughout the process, and ensured we received the highest quality products which fully met our original needs. We really appreciate the team’s hard work and effort.”

Jessica, a Government Agency



Want to know more about the case?

Shelley Hoppe would love to tell you more!