Nationwide also tackled the pressures on retail workers throughout the pandemic, driving the #TogetherAgainstHate campaign to highlight abuse. This campaign culminated in a much-lauded 3-and-a-half-minute ad-break takeover which saw Nationwide partner with Channel 4, The Co-Op and Network Rail to support essential workers in the midst of rising abuse levels.
Through a daily call, we acted as trusted third-party advisors and helped shape key product changes and media strategies to ensure that those most financially vulnerable were protected and reassured effectively. This included changing branch opening hours to support the most vulnerable in society and releasing a financial support package.
We worked closely with the communications teams to ensure messaging and responses were aligned across all of Nationwide’s channels, from internal staff engagement through to external digital channels, such as Nationwide’s social media channels and in-branch radio. For us, it was crucial that all channels were sending the same messages, clearly and concisely, at the same time.
Alongside supporting Nationwide on key product changes, we also knew we needed to help the society show practical solutions and empathy through their senior team. We briefed and formed key messaging documents with C-Suite members to allow them to convey crucial messages with empathy and clarity to a broad audience, including interviews with The Evening Standard and The Times.
Scoring high in trust
Nationwide’s communications team scored the highest in an independent survey which asked consumers which bank’s communications had instilled trust most during the pandemic, as well as scoring highest on the bank or building society that looked after its employees best during COVID-19. Our communications strategy supported Nationwide through a difficult time, and laid the groundwork for the building society to come out of the COVID-19 pandemic in a position of considerable strength, poised to start rebuilding society as the world opened up.