Independent, impartial, innovative and for everyone. The BBC’s unique mission and purpose is to serve their audiences - in the UK and globally - with high-quality output, free from bias, and services which inform, educate and entertain.
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Objectives
In the UK and across the world, the BBC pushes boundaries, challenges thinking and produces content that people love. With a strong core brand identity, the BBC puts audiences at the front and centre. Yet the ‘This is Our BBC’ core brand narrative didn’t encapsulate who the BBC were as an employer. An organisation who, for over 100 years, has played a pioneering role in elevating the voices of their people when others were afraid to - whether it be Clare Lawson Dick, Paul Danquah, Sheila Borrett or Una Marson. Wiser set out to build an employer brand that demonstrated that the BBC’s commitment to its people stands as true today.
Solution
Informed by our research and external perceptions surveys, we built out the ‘This is Your BBC’ framework, introducing an individual sense of ownership and moving the focus from the programmes to the people. Our ambition was to highlight that the BBC was shared by all of us and unique to each of us. Through visual guidelines and a targeted content strategy, we re-launched the LifeAtTheBBC social channels where BBC talent sat at the front of the messaging. Whilst driving consistency, the flexible brand system allowed for personalisation - celebrating the diversity of the BBC and the voices that shaped it. With a new global careers site launching in 2023, there’s no stopping at 100.
7,600
Organic impressions in 2022
4,172
Engagements in 2022
2,396
New followers in 2022
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