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RBS Determined to make a difference

Capturing the determined faces of RBS

To be recognized as the best for customer service, trust, and advocacy by 2020. That’s the bold ambition of UK FTSE 100 business, RBS. To bring the bank’s purpose to life, RBS launched ‘Determined to make a difference’. The Team developed the proposition and created the many faces of determination experience, mixing iconography with real people to share successes and recognize the faces of employees who are up to the challenge.

The online determination profiler has been completed by more than 40,000 RBS people.

Campaign sizzle reel

It takes just 150 seconds to convey the award-winning campaign.
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RBS Determined to make a difference people

Hallmarks of determination

The Team created a series of visual characteristics that epitomized the definition of determination.

RBS Determined to make a difference posters RBS Determined to make a difference posters

Stories of determination

We shouted about colleagues who were Determined to make a difference and we put the spotlight on customers who had benefitted from that determination.

Determined to make a difference
RBS Determined to make a difference

The Determination Profiler

Developed in conjunction with the University of Cambridge, this online psychometric test creates your own ‘Face of Determination’.

RBS Determined to make a difference bag

Wow, what a day in our history! It feels like we’re lifting our heads up and looking to our future. I’ve been in this bank for almost 25 years through highs and lows. People like me stayed because we were determined to put things right.

Elaine ArdenRBS, Group Human Resources Director

Behind the scenes

RBS Determined to make a difference Campaign
RBS Determined to make a difference pens
RBS Determined to make a difference cards

Some of our work