BT Genuine Connections

BT Group

Agency: Blurred

BT employees are proud to work for BT, but they don't always advocate for the company to friends and family. The question posed to Blurred was 'how do we drive advocacy among our colleagues?'. BT wanted to build a 100,000-strong team of advocates, united around a common culture and its purpose to ‘connect for good’. The solution needed to instil a sense of optimism for the future of the business, and a feeling of pride for the work already happening every day across the company. We did this through a content series that broke all records and truly delivered.