RWE is the fourth largest energy company in the world. They’re also the second biggest provider of offshore wind energy. What’s more, they’re investing $50bn in renewables to go climate neutral by 2040. But not a lot of people have heard of them. Even in their existing markets (e.g. Germany), they’re still seen as a conventional energy supplier.

Through research and interviews, we learnt that many employees who work in renewables don’t get the opportunity to visit the wind farms themselves and see the impact of what they do. We wanted to change that. So we put out a call for ambassadors to join us in Denmark and tell their stories with the awe-inspiring, rugged and very real landscape of a windfarm as their backdrop.

The success of this campaign starts inside RWE. The first big launch was a global, internal showcase where 300 RWE employees (in real life and online) attended a premiere, complete with popcorn, in Germany. Our five ambassadors were in attendance, and everyone connected with their very personal and emotive stories. The open and honest form of our storytelling helped everyone see a different side to their colleagues and the challenges they face. The next mark of success was increased external awareness.

The most impressive results of the campaign can’t be found in the facts or the figures. Instead, they’re in the real, heartfelt quotes from our RWE ambassadors. Not the ones from the campaign, but ones being said in corridors, meeting rooms and Teams calls across the organisation. This campaign helped the ambassadors reflect on their purpose, personal and collective growth, professional passion, and impact – on the organisation and beyond. Global HR Marketing Manager, Kristoffer Janssen, had this to say about ‘Our journey offshore’: “This campaign has not only bolstered employee loyalty and pride but has also significantly attracted new talent by showcasing our innovative and inclusive work environment.