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Serco

Olympic Ambassadors Internal Engagement Campaign

We turned Serco’s Olympic security operation into a unifying campaign - creating pride, engagement, and a shared sense of purpose.

About the Client

Serco Group is a global services company working across defence, justice, transport, and citizen services.

During the London 2012 Olympics, Serco was responsible for providing large-scale security operations — an immense undertaking requiring complex coordination, consistency, and morale across a dispersed workforce.

The Situation / Challenge

Delivering security for a global event meant working under immense pressure, across multiple sites, with thousands of staff brought together for the first time.

The risk? A cold, transactional process that could easily erode morale and weaken performance.

Serco needed an internal engagement campaign that would unite teams under a single purpose — not just to “do a job”, but to be part of something extraordinary.

Key challenges:

Rapid recruitment and onboarding of Olympic Ambassadors

Maintaining motivation and consistency across temporary teams

Turning an operational project into a shared sense of pride and purpose

What We Did

Our Frankly consultant developed the strategy and creative for a high-impact internal engagement campaign that celebrated people, purpose and pride.

Our work included:

Defining the campaign strategy and “Olympic Ambassadors” identity

Creating key messaging to link Serco’s values to the Olympic spirit

Producing campaign materials for recruitment, induction and site communications

Supporting leadership communication and engagement activity throughout delivery

The Result

What could have been a simple contractual handover became a powerful cultural moment.

The Olympic Ambassadors Campaign transformed security work into shared purpose — energising teams, boosting morale, and creating genuine pride across the organisation.

Outcomes:

  • Thousands of engaged, motivated employees across all Olympic sites
  • Strong leadership visibility and alignment across departments
  • A cultural legacy that strengthened Serco’s internal brand beyond the Games

We can help you, just like we did

Serco

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