Wates

Wates’ sector-leading Family Leave Policies offer unmatched flexibility, support and financial security for employees at every stage of life. However, awareness was a challenge – many employees weren’t fully aware of their entitlements, and some hesitated to ask managers for fear of negative perceptions.

By enhancing access, communication and understanding, we’re ensuring that every employee can confidently make use of these policies, helping them balance their careers and personal lives without compromise.

Beyond Family Leave, Wates is committed to flexible working across every part of the business, including for site-based employees, to shape a more inclusive and equitable workplace for all.

We helped Wates communicate their Family Leave Polices with a campaign designed to:

• Direct employees to a single, accessible source of information
• Encourage conversations with line managers
• Reinforce that flexible working is for everyone, not just office-based staff

Using the ‘Reimagining places for people to thrive’ brand framework, we created a suite of posters highlighting key benefits. To ensure the campaign reached a diverse workforce, we used photographic approach, featuring real people in hard hats and high-vis, as well as office-based staff, to reflect the full breadth of Wates’ workforce. A QR code on each poster provided instant access to policy details, reducing the barrier of needing to ask for information.