Challenge

BP Upstream embarked on a programme of modernisation and transformation in response to a rapidly changing world, including a pivotal company-wide Mindset change. RY was brought in to deliver a campaign that would drive culture change across the business by raising awareness of their six Mindsets, encouraging their people to change the way they think, work and deliver.

 

Approach

First, we galvanised leaders to act as role models and jumpstart Mindset through training, a film and a toolkit. Experiences have the power to change behaviour, so we designed a 2.5-hour pilot event which all 1,500 UK Upstream employees attended their teams. After a successful pilot, the event was rolled out globally – with all 13 regions and offshore sites holding their own Mindset experience by the end of the year.

Results

Employees have responded positively to the campaign and creative, with the majority now feeling confident their team will succeed in supporting the programme. Our film has been viewed more than 46,000 times and the Mindset hub is one of the most visited pages on the intranet with over 1,000 resource downloads and 10,000+ unique views. Together with the BP team, we achieved something that stood out from other internal initiatives, engaged people to participate and caught leaders’ attention.

 

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