National Audit Office recruitment campaign and identity

Extensive identity and 360 campaign development for recruitment at the National Audit Office. The SEE.DIFFERENTLY. identity campaign.

Campaign rationale and methodology

The campaign had been created and conceptualised with the goal of appealing to a mass market, and asking people to see differently, starting with The National Audit Office itself, and in turn, the roles that are available within it. It aimed to create a visual awareness that encourages people to view various aspects of the organisation differently, and aims to market our USP that we audit, analyse, filter and understand data that has a direct impact on people lives and where their taxes are spent – a fact not well known.

This finding stems from a recent opinion poll undertaken by the External Communications team that surveyed a range of age-groups about the knowledge they hold about the NAO. The results were varied, with different age groups having knowledge about what the NAO does, and those that did tended to be in a specific field of work or career path (eg journalism students, political-centric careers).

We believe that this shouldn’t be the case, and the NAO should be seen primarily for what is actually does which involves everyone, and as a modern, exciting place to work.

Our ultimate campaign goals:
① Simple messages.
② Standout graphics.
③ Attracting a diverse range of people, creating a culture change.
④ Promoting the NAO as a modern, multi-faceted place to work.
⑤ Generating awareness of what we do.

Tagline development

The slogans were designed to be simple statements, used alongside cleverly designed campaigns, and as a contemporary targeted call to action.

The overarching message is to “see differently”, with the main USP being to see the National Audit Office differently, encouraging people to understand the NAO, what it does and its dual role to both parliament and the taxpayer. For the campaign slogans – another aspect of what the NAO’s BAU is inserted in the middle of the “see differently” statement, and can be tailored to attract different demographics and appeal to targeted audiences.

The slogan is set out as separate statements, with a full stop at the end of each word to reinforce the impact of those words, they compliment and link the campaign identity as a whole.

Lens identity development

A simple mark that can be applied to all types of media in different forms (over photography, as a container for the slogans, as a container for images/visuals, or as a standalone identity/shape). This stems from our pre-existing brand refresh, using the circular element as a focal point, and ties into our overarching identity as a whole. It has been created in the shape of a lens in frame, to reinforce the proposed campaign slogans and campaign – to see, and view working for us, differently.

Image and campaign development

The campaign taglines had been designed to support the visual campaigns and encourage people to see differently, see everyday situations in an NAO-centric fashion, and analyse places/situations/life in a way that the NAO could utilise. The visual conceptual idea is that if people see the job roles NAO are looking for differently or see a place for their job role in their life – we want them!

There are digital (web and social), poster, handout/guides/brochures and exhibition campaigns. These can be adapted to any marketing material and have a vast range of targeted possibilities.

Each sector or division that needs to be appealed to can be covered – by using striking and relevant photography and illustrative techniques, and creates a modern aesthetic and draws the viewer in visually. It is a step away from flat and sometimes cliché recruitment techniques, and is desired to create a culture change.