Answering ESTA’s call for help.
The Challenge
ESTA’s call takers are the ones that pick up your call 000 for help on the worst day of your life. The job is tough, and can change from one call to the next. Call takers and the staff that support them are not immune to the emotion, pressure and outcomes of each case. ESTA asked Hive to create an internal campaign that made it clear ESTA has channels, support and ways to alleviate this stress. It would need to appeal to all levels of ESTA, and have a scaled presence across many types of communications.
The Solution
The solution is a snappy and positive campaign that encourages staff to open up a dialogue. Playing on the first line said when you pick up the phone, it reminds staff to be open about better mental health, before or after they need to call for help. The campaign leveraged ESTA’s brand in new ways, ensuring that the Hello Wellness message and visual appearance would feel distinctive in the offices, and be remembered. The distinctive visual assets are flexible enough to dial up or down, depending on the communication.
The Result
Rigorously tested by ESTA’s marketing department, the campaign look, feel and content was shown to representatives from all levels of the organisation. It was well received, being green lit to be rolled out, and peppered across all of ESTA’s internal channels. The campaign is allowing ESTA to have a voice in the important mental health of it’s workforce, helping to guide, prevent and just plain speak at a personal level to a topic that has not always comfortable or easy.
