Copy that sparks change

British Gas was on a drive to help its customers save money. Engineers were being encouraged to spot small pound-saving opportunities during home visits, but they didn’t all feel empowered to do so. The solution? A printed photo feature that made the reader a fly on the wall during an engineer’s visit – because a picture speaks 1,000 words.

To create the photo piece, I spent the day on site with an engineer. I produced detailed briefing documents for both the photographer and the engineer, establishing the shots and information we needed. Interviewing the engineer, we walked through a typical home visit, her process and the guidance she would give homeowners. The piece was finalised in collaboration with a designer.

The magazine itself had more than 35,000 copies distributed and helped drive an 11% increase in employee engagement.