Telecommunications Industry
“As We Belong” values launch
WHY
A fast-growing telecoms group needed to unite multiple business units under one brand. Expansion left fragmented messages and uneven behaviours, diluting impact and trust. Leadership sought an authentic values reset for a diverse, nationwide workforce.
The challenge was to align purpose, behaviours and identity so people saw themselves in the brand, acted consistently and collaborated at scale. Success would build belonging, sharpen direction and lift engagement to sustain growth.
HOW
VSLS centred the strategy on Authentic Informal Leaders, respected employees who shape daily practice. The team mapped influence networks and moments that matter, then defined behaviours linking brand and purpose to day-to-day decisions across units.
These leaders fronted awareness through peer modelling and short story cues. Delivery principles were clear: authenticity over slogans, manager reinforcement, and tight feedback loops. The approach fit a fast, multi-site context and accelerated consistent adoption.
WHAT
VSLS activated a company-wide values campaign led by Authentic Informal Leaders.
A survey surfaced champions for a filmed interview series and brand-aligned music piece. A live-streamed HQ launch enabled two-way engagement across sites. Desk drops and pledge ballots turned interest into action. Participation rose; pulse feedback showed renewed pride and clearer behaviour cues.
The model now anchors the next phase of “As We Belong” activation.
awareness video
The awareness video blends authentic employee moments with cinematic storytelling to bring the company’s values to life. The video builds an emotional narrative that celebrates unity and belonging across the organisation.
Brand Assets
The illustration series visualises collaboration and connection. Each scene captures the brand’s modern, human energy—flexible enough to enhance campaigns, and internal communications.
vsls metrics
The VSLS Metrics framework measures readiness, behaviour change and results.
It turns engagement data into insights that drive continuous improvement and lasting impact.
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