10 Award-Winning Campaigns That Show the Power of Employee Engagement Done Right
Employee engagement campaigns often blend together in forgettable mediocrity. Launches generate brief excitement before fading into background noise. Messages feel generic, design looks corporate, and outcomes remain unclear beyond activity metrics showing how many emails were sent or town halls held.
Then occasionally, something different emerges. A campaign that genuinely captures attention, creates belief, shifts behaviour, and delivers measurable business impact. These standout campaigns don't succeed through bigger budgets or more channels - they succeed through better thinking about what actually drives engagement and how to translate that understanding into compelling execution.
Award-winning employee engagement work reveals patterns worth studying. Certain approaches consistently succeed whilst others reliably fail. Particular creative choices resonate whilst alternatives fall flat. Specific strategic frameworks deliver outcomes whilst others produce activity without impact.
These ten campaigns represent genuine excellence in employee engagement. Each demonstrates different aspects of what makes engagement work effective rather than merely adequate. They're worth examining not to copy directly - context matters too much for wholesale imitation - but to understand principles that transfer across situations.
1. Unilever's Domestic Violence Awareness Campaign
Unilever tackled the sensitive issue of domestic violence through a virtual townhall campaign that created safe space for discussion whilst providing tangible support resources. The campaign played cleverly on the virtual nature of pandemic-era work, recognising that remote working had created new vulnerabilities for those experiencing domestic abuse.
The Approach
The campaign centred on a virtual townhall designed to raise awareness, reduce stigma, and connect employees with support services. Rather than treating domestic violence as theoretical issue, Unilever made support tangible and accessible - employees could access dedicated services, training, and resources immediately.
The creative execution balanced sensitivity with urgency. Communications acknowledged the difficulty of the subject whilst making clear that support was available without judgement. The campaign won recognition at the PR Week Internal Communications Awards.
Why It Worked
A record 6,000 employees actively engaged in the townhall, with 200 employees utilising Unilever's domestic violence services within the first month for support or training. The campaign succeeded because it didn't just raise awareness - it provided immediate, practical support.
Unilever's mission was clear: even if one person was protected by this campaign, the discussion had succeeded in uncovering and supporting the cause to end domestic violence. This impact-focused approach, combined with genuine resources, created trust that theoretical awareness campaigns rarely achieve.
2. NHS #Jabdone Flu Vaccination Campaign
The National Health Service faced the challenge of encouraging thousands of employees to receive flu jabs - critical in healthcare settings where staff could transmit infections to vulnerable patients. The #Jabdone campaign, which won an Institute of Internal Communication Award, took a light-hearted approach to a serious health issue.
The Approach
The campaign mixed content formats strategically: fun, short instructional videos and spoofs combined with simple imagery and copy. Social media channels amplified engagement, making flu jabs socially normal rather than medical obligation. The humorous tone made participation feel positive rather than preachy.
The campaign recognised that health behaviours change through social proof and ease more than information alone. By making flu jabs visible, easy, and even entertaining, #Jabdone removed barriers to participation.
Why It Worked
Healthcare workers understand intellectually why flu jabs matter - they don't need more information. What changes behaviour is making the desired action easy, socially normal, and emotionally positive. The campaign's light-hearted approach achieved all three, driving participation without lecturing.
The hashtag created visible social proof as colleagues shared their participation, creating momentum. In environments where 28,189 people died from flu in 2015 according to The Guardian, protecting healthcare workers and their patients wasn't just about individual health - it was about systemic safety.
3. HSBC's Employee Photography Contest
HSBC's global communications team transformed the bank's visual asset approach with zero budget by putting content creation in employees' hands. The photography contest, which received industry recognition for its simplicity and impact, invited employees across six categories to capture HSBC's spirit.
The Approach
Rather than purchasing impersonal stock photography or commissioning expensive professional shoots, HSBC invited employees to submit images representing what the bank meant to them. Six categories ensured diverse submissions whilst maintaining focus.
The campaign received over 6,000 image entries from employees globally. HSBC now incorporates these employee-captured photos into internal communications materials, presentations, reports, and the intranet. The authentic imagery replaced mediocre stock photos whilst simultaneously engaging employees in storytelling.
Why It Worked
The campaign achieved multiple objectives simultaneously: it created authentic visual assets that actually represented HSBC's reality, saved substantial budget, and engaged employees by valuing their perspective and creativity. Employee-generated content carries credibility that professional marketing imagery cannot match.
Asking employees to photograph what HSBC's spirit meant to them also prompted reflection on organisational identity and values. The act of participating deepened connection - contributors saw their work featured in official communications, validating their contribution and perspective.
4. Royal Mail Group's "Courier" Newsletter Overhaul
Recognised by the Institute of Internal Communication Awards, Royal Mail Group's campaign to improve and overhaul their newsletter "Courier" addressed the challenge of engaging 150,000-plus postal workers across dispersed locations with varied access to digital channels.
The Approach
The campaign focused on making the newsletter more accessible, contemporary, and exciting whilst integrating multiple channels. Rather than treating the newsletter as static publication, Royal Mail reimagined it as dynamic engagement platform connecting employees to organisational news, colleague stories, and operational updates.
The redesign considered the specific needs of postal workers - many working independently on routes, others in sorting facilities, all requiring timely information about changes affecting their work. Visual design, content relevance, and distribution channels all received attention.
Why It Worked
Employee communications in distributed workforces face unique challenges. Workers without desk jobs need information that's accessible when and where they can engage with it. By understanding these practical constraints and redesigning accordingly, Royal Mail dramatically improved engagement with communications.
The award recognised that effective employee engagement doesn't always require innovative technology or elaborate campaigns - sometimes it requires doing foundational communications better. Making newsletters actually readable, relevant, and accessible drives more engagement than flashy initiatives poorly executed.
5. Aircraft Carrier Alliance's Countdown Campaign
ACA won a CIPR Excellence Award for an internal communications campaign engaging thousands of employees across six UK sites around building an aircraft carrier. The campaign created an ethos uniting everyone, generated excitement for the historic project, and celebrated workforce contributions.
The Approach
The 12-month campaign began by gathering information to fully understand workforce challenges, thoughts, and expectations. This research identified key themes and messages needing amplification during and after the major project of building the Queen Elizabeth aircraft carrier.
Physical and digital countdown clocks in key locations around building sites and digital channels created tangible anticipation for the naming ceremony. The campaign made the historic achievement feel personal to every worker, regardless of their specific role in the massive project.
Why It Worked
Large infrastructure projects risk feeling impersonal - individual workers struggle to see how their specific contributions connect to historic outcomes. The countdown created shared anticipation, making the aircraft carrier's completion feel like collective achievement rather than remote organisational milestone.
The campaign's success stemmed from thorough research understanding what actually mattered to workers, then designing communications addressing those specific concerns and values. Generic celebration wouldn't have achieved the same engagement - tailored messaging based on genuine insight made the difference.
6. Cisco's National Intern Week Campaign
Cisco's week-long National Intern Week campaign won the Employer Branding Campaign award at Ragan's Employee Communications & Top Places to Work Awards by partnering with existing interns to spotlight their experiences, resulting in heightened engagement and strengthening Cisco's employer brand.
The Approach
Capitalising on trending conversations around #NationalInternDay, Cisco generated a week-long campaign providing real-life views of virtual internships. The intention was to tie directly into the business funnel: capture attention, foster real connections, inspire action, and create advocates.
The campaign featured employee-generated content, spotlighting real stories about working at Cisco. Three Cisco interns took over Instagram accounts of universities they attended, increasing reach at schools where the company recruits.
Why It Worked
The campaign generated more than 19,000 video views and 3,000 engagements across social media. By using authentic intern voices rather than corporate messaging, Cisco built credibility with prospective candidates who trust peer experiences over marketing claims.
The Instagram takeovers were particularly effective - prospective interns saw real people from their own universities describing actual experiences, creating powerful social proof that corporate communications could never replicate.
7. TransUnion's "Flex Together" Hybrid Working Model
The global financial services organisation TransUnion won an Engage Award for its hybrid working model, Flex Together, which gave employees unprecedented control over their work arrangements whilst maintaining connection and productivity.
The Approach
Flex Together eliminated mandated office days, allowing employees to set their own work locations and hours. This initiative followed pandemic learnings when TransUnion also introduced personal wellbeing days off, flexible Fridays, and three days of volunteer time.
The company equipped workers with wireless kits and organised lunchtime yoga to promote wellbeing. More recently, TransUnion held WellFest, an all-colleague wellness event bringing people together for the first time since 2020, demonstrating that flexibility doesn't mean isolation.
Why It Worked
Many organisations claiming flexibility still mandate certain office days or core hours, undermining trust. TransUnion's genuine autonomy demonstrated respect for employees as capable adults who can manage their own productivity. This trust builds loyalty impossible through surveillance and mandates.
The combination of flexibility with intentional connection opportunities - like WellFest - addressed the legitimate concern that remote work can create isolation. TransUnion proved flexibility and connection aren't opposing forces but complementary elements of modern work design.
8. NatWest's Inclusive Hiring Programme
NatWest received the Best Customer and Employee Engagement Programme award at the Engage Awards for resourceing 25% of its 2021 hires from socially disadvantaged and underrepresented backgrounds, demonstrating that engagement and social impact reinforce each other.
The Approach
Rather than treating diversity as compliance exercise, NatWest embedded inclusive hiring into business strategy. The substantial target - 25% of all hires - required genuine commitment and systematic change to recruitment processes, job descriptions, candidate sourcing, and hiring manager training.
The programme recognised that diverse workforces require inclusive environments. Hiring was paired with cultural initiatives ensuring new employees from underrepresented backgrounds could thrive rather than just survive.
Why It Worked
Employees increasingly expect employers to demonstrate social responsibility through actions rather than statements. NatWest's measurable commitment to inclusive hiring created pride among existing employees whilst attracting talent aligned with those values.
The award recognised that employee engagement isn't separate from organisational purpose - employees engage more deeply when their work contributes to outcomes they value. Inclusive hiring gave employees tangible evidence that NatWest's diversity commitments translated to actual change.
9. Nationwide's Brand Refresh and Blueprint Communication
Nationwide's employee engagement team won the highly sought-after Best Employee Engagement Team award at the 2024 Engage Awards for launching the most significant brand refresh in 30 years whilst uniting colleagues around strategic direction.
The Approach
The team launched multiple campaigns building colleague understanding of Nationwide's Blueprint strategy and driving advocacy. Initiatives ranged from continuous communications deepening understanding over time to flagship events designed to inspire and galvanise teams around shared purpose.
The newly formed team adopted a 'one team' mindset, leveraging individual strengths across disciplines to ensure coordinated effort. Having the major brand refresh success early built confidence and momentum for subsequent engagement work.
Why It Worked
Results demonstrated substantial impact: 1.3 million intranet hits every 30 days (27% increase versus 2023) with record-breaking readership scores across articles. More importantly, colleague understanding of the Blueprint increased 21.1%, and understanding of their role in delivering it increased 20.5%.
The nomination was data-driven, demonstrating tangible impact with objectivity rare in engagement work. Nationwide proved that engagement campaigns succeed when they achieve measurable behaviour and belief change rather than just generating activity metrics.
10. Phoenix Group's Vulnerable Customer Training
Phoenix Group, the UK's largest long-term savings and retirement business, earned the Best Customer and Employee Engagement Programme award at the 2023 Engage Awards for enabling employees to respond effectively to customers displaying vulnerability characteristics.
The Approach
Recognising that cost-of-living pressures had increased vulnerable customers, Phoenix Group re-launched an enhanced training package with four key components: award-winning Vulnerable Customer E-Learning, a six-hour in-person workshop, Listening Wheel E-Learning created alongside Samaritans, and comprehensive online resources.
Phoenix Group adopted a three-pronged approach addressing the 'empathy gap': behavioural science specialists helped colleagues understand behavioural bias, practical skills training enabled appropriate responses, and ongoing support sustained capability.
Why It Worked
The campaign succeeded by addressing both the technical skills and emotional intelligence required for supporting vulnerable customers. Training that focuses solely on processes fails because supporting vulnerability requires genuine empathy alongside appropriate procedures.
Working with Samaritans brought credibility and expertise that internal training alone couldn't achieve. Employees recognised the investment in quality training as evidence that Phoenix Group genuinely prioritised vulnerable customer support rather than treating it as compliance exercise.
What These Campaigns Reveal
Patterns emerge across these award-winning campaigns. They share common characteristics distinguishing excellent engagement work from forgettable initiatives:
Authenticity over polish - employee voices carry more credibility than corporate messaging. Strategic focus on specific outcomes rather than general "engagement." Behavioural science application addressing how change actually occurs rather than how organisations wish it occurred. Creative execution that commands attention without feeling like marketing. Multi-channel orchestration ensuring messages reach diverse workforces. Genuine organisational commitment demonstrated through resources, not just rhetoric.
Most importantly, these campaigns demonstrate that employee engagement requires genuine expertise - not just good intentions or adequate execution, but sophisticated thinking about what drives human behaviour and how to translate that understanding into compelling interventions that deliver measurable impact.
Why Choose Scarlett Abbott
scarlettabbott creates award-winning employee engagement campaigns by combining behavioural science, strategic thinking, and creative excellence. We don't produce generic initiatives - we design interventions tailored to your specific context, grounded in evidence about what actually drives belief and behaviour change, and executed with creative quality that commands attention.
When your engagement challenges require more than adequate - when they require genuinely excellent work delivering measurable transformation - we bring the expertise, creativity, and strategic insight that makes the difference between campaigns people remember and those they forget.
