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LV= General Insurance and Legal & General: Embedding Values

At the start of 2020 LV= General Insurance (LV= GI) acquired the Legal and General (L&G) Insurance business in Birmingham and welcomed 750 employees to the LV= GI family.

Mostly L&G employees were excited about the change, but they didn’t yet feel part of LV= GI.

LV= GI’s values weren’t that different from those at L&G, so our brief was to help employees make that connection and show that people across Birmingham are already living these values.

Our approach

We created a film to highlight synergies and show how, at a very high level, L&G and LV= GI’s values are already connected. The creative concept ‘the perfect blend’ allowed us to show:

  • the coming together of the two organisations;
  • that there were many shared or similar values;
  • how the onus is on everyone to live these values.

Our solution

We worked with the team in Birmingham and asked them to tell us how they were feeling about the transition, and what they thought of the LV= GI values. By then pulling out the LV= GI values on screen as the employees were talking, we showed clearly where they crossed over.

We concluded with a rallying call to action, encouraging employees to take responsibility themselves and to get involved.

This film was shown as part of values workshops and will be publicised through the welcome box – sent to all new starters as part of their onboarding process.

The results

This project kicked off in February 2020. Only three weeks after the initial brief, the video was presented to the team at L&G – fully scoped, storyboarded, approved, arranged, filmed and edited.

The film was shared at the Values launch event and was really well received.

Love the film, think it really captures the energy and passion really well

Nikki Matthews, LV= GI Communication and Engagement Manager