A GE volunteer is featured teaching local school children about science.
Philosophie
Based on interviews with current employees and a series of qualitative research sessions in the problem market we developed a multi-medium, re-image campaign for GE referred to as "Local Heroes." This campaign was designed to celebrate local employee volunteer efforts in the market. While the campaign included spot TV to efficiently reach the community at-large it also includes newspaper, outdoor, PR, internal newsletters and the Internet.
Problème
General Electric was experiencing substantial imagery erosion problems in critical corporate markets. These ADIs were the operation centers of GEs largest business units, and locations where the company is most often the largest employer. Due to recent downsizing, GEs corporate imagery was falling fast among critical constituencies: current and prospective employees and the community-at-large.