CIPD (Chartered Institute of Personnel and Development) is the professional association for HR and ‘people’ professionals. It has over 150,000 members at levels from Student through to Chartered and Fellow. Membership is universally recognised as a benchmark of professional status.

We were asked to create an awareness campaign to make members at all levels feel the professional value of membership, and to encourage more take-up of the many benefits available.

Our pitch-winning concept gave instant cut-through to the busy target audience, and boldly reminded members of the tangible and intangible advantages of CIPD membership.

The Hero Words campaign ran across digital and print media including press ads, emails and e-newsletters, website ads, direct mail packs and social media (Twitter, Facebook, LinkedIn and Instagram). We also designed new eco-friendly membership cards.

The Hero Words work was consequently used at CIPD events for attracting new members and adapted for the 2019 Membership Renewals campaign via email and direct mail.