The City of Edinburgh Council’s Pride in our People project was designed to improve staff morale at a time of challenging budget cuts. The project fostered pride in the work of the Council – crucially, through reminding staff of the positive differences their own everyday actions could make.
Pride through values
Spearheading the project was a set of aspirational values: Customer First, Work Together, Forward Thinking and Honest & Transparent. By living the values, staff would be working at the top of their game and doing a job to be proud of.
Research revealed that staff considered themselves small cogs in a vast machine. They found it difficult to appreciate the positive impact of their roles.
An awards programme would recognise outstanding achievements, improve morale and encourage excellent performance. Hookson was asked to create and produce a film conveying the initiative’s vision and values.