Wates

Site-based construction work has long been seen as incompatible with flexible working – largely because flexible working is often assumed to mean working from home, which isn’t an option on site. But flexibility can take many forms.

With the Board of Wates committed to change, specialist training for managers was launched to help them reimagine flexibility – exploring practical options that work for both employees and the business. We supported this with a campaign designed to reinforce the message and drive action.

Using the hook Flexibility Reimagined, we created a suite of posters to challenge perceptions – showing that flexibility is more than just working from home, more than a perk, and more than individual benefits. These were placed in break rooms, site offices, and other shared spaces to reach site-based teams who don’t regularly engage with emails or intranet content. To ensure managers kept the conversation going, we also developed a series of emails nudging them to hold team discussions.