case-studies | Values And Behaviors | The straight line between values and victory

The straight line between values and victory

See how a major airport infrastructure company leveraged our R.E.A.L. framework of communication to percolate their new vision and values stack

The challenge

A change in leadership kicked off a changed vision and values stack. While the vision was well received and articulated by the CEO, the challenge for our HR client was to ensure that the values were percolated across all levels of the organization.

The approach

A key element of the campaign was first creating ownership among the managers to then activate a systemic change through our proprietary R.E.A.L.
framework of communication:
• Raise Awareness
• Educate Audience
• Amplify Purpose
• Leverage Advocacy
d’frens devised High Flyer—a values campaign that addressed each tier of the organization. Helping employees learn and live values everyday at work, the 5 month long campaign included floor walks, escape room experiences, live examples through improv exercises with the campaign reaching its crescendo when a 300 sq. ft. mural created collectively by employees was revealed.


Through the HR solutions presented, d’frens garnered a total of 1978 touch points from the universe of 500 employees – i.e., each employee participated in 3-4 touch points during the 5 months. The campaign received a consistent high approval rating and the crowning moment was the absorption of the values rated at 4.5/5 by each function.