Positioning Deloitte as a thought leader in the employment space

CLIENT

Deloitte

DISCIPLINES

Broadcast PR, Corporate Reputation

Putting the potential of military veterans on the business agenda. 

Deloitte challenged us to support its Corporate Responsibility programme by positioning Deloitte as a leading employer of ex-military personnel.

We set out to prove the business case for employing ex-military personnel aiming to prove veterans make a net-positive impact on business. Our team commissioned a substantial and important piece of research using a combination of data analysis, longitudinal surveys and interviews . At launch, we hosted a press conference targeting 25 influential journalists across print and broadcast media, followed by a high-profile reception for 500 key stakeholders.

Proving the business case for employing ex-military personnel

The report generated blanket media coverage across outlets including BBC Radio 4’s Today Programme, Channel 4 News, Sky News Sunrise, Radio 5 Live and The Times. Following the publicity drive, Kings College London approached Deloitte with a request to include their findings in their own Military Health Research project.


The impact was substantial. For the first time ever, we quantifiably proved the commercial benefit that military veterans add to UK Plc. The campaign was described by The Ministry of Defence as ‘providing substantive, quantitative data that will finally put to bed this myth that all veterans are either “mad, bad or broken”.

We’ve continued to work with Deloitte on the ‘Veterans Work’ campaign this year, developing a video campaign with Joanna Lumley, Ray Winstone and Richard Wilson backed up by research finding that younger people often assume armed forces veterans are retired, while one in 20 thinks the term ‘veteran’ refers to looking after sick animals. Good Relations is continuing to evolve the campaign for 2018.

This was a 

Broadcast PR & Corporate reputation

Project for Deloitte

Learn more about Corporate Reputation

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