Creative Brief

The "People of CAB" initiative originated from a district-wide aspiration to significantly enhance our employee recognition program. This campaign, centered on narrating individual stories, fosters a stronger connection among the diverse employees within PCL's California Buildings district and facilitates widespread recognition among the 300+ PCL employees across the Southwestern United States.

The campaign's multifaceted approach includes an integration of physical and digital elements, ensuring engagement through at least three primary touchpoints: online, print, and tangible reminders. At the heart of this initiative is the intranet platform, serving as the operational hub where users can engage with all touchpoints and actively contribute via an online submission form. Helmet stickers and posters featuring QR codes establish tangible links to the recognition campaign, while video content plays a pivotal role in the in-depth storytelling of our employees' experiences across the district, effectively bridging connections from Texas to San Diego.

The "People of CAB" campaign merits the MCA award recognition for its demonstrable impact over two years: it has notably increased retention by over 20% and boosted employee engagement by 8% annually, as substantiated by our comprehensive annual surveys.