Change communication for a group-wide transformation process

In 2016, in response to the diesel scandal, the Volkswagen Group founded the new Legal & Integrity Board department and anchored the goal of being a global role model for integrity by 2025 in its corporate strategy. To this end, an integrity management system is being set up. Governance processes are being optimized and rolled out internationally in all the Group units. The overall project is the largest change project in the history of the Group.

Together with our cooperation partner MontuaPartner Communications, we supported the “Integrity” department and the “Together for Integrity (T4I)” transformation program over a period of one and a half years in the communicative implementation of the Group strategy in the field of “integrity”.

Integrity was anchored as a decision-making basis in the Group and for the natural behavior of employees and managers at every level of everyday work. Through communicated role models and success stories from the Group, integrity should become tangible and (self-) evident.

The communication measures included:

• an ambassador campaign with authentic statements from employees
• two further group-wide campaigns that reach employees in the office and in the factories with a mixture of analogue and digital measures
• moving image formats such as the internal serial TV format “BuzzStop” and various animated campaign motifs
• image films, workshop designs and presentations for program communication
• animations with data and facts and animated campaign motifs
• the podcast series “Spotlight”
• gamification measures such as a digital T4I memory and a digital Advent calendar
• editing and content production for the “Together for Integrity” channel in the 360 ​​Grad employee app