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Anglo American Corporate Family Day

Anglo American Corporate Family Day


Anglo American SA

Statement of Problem

The Anglo American Family Day was an annual institution to thank staff and their family members for their support throughout the year, but the event never linked back to strategic internal communications objectives.

Statement of Opportunity

PR Worx developed a strategic internal communications concept that included a pre-event teaser campaign to educate Anglo American employees about the company’s core values which were incorporated into the event design and communications.

We were subsequently hired to not only implement the pre-teaser campaign but to ensure that all values and concepts discussed were carried through to the actual Family Day, held at the Inanda Club.

Communication Tools

There were six teaser teasers in all and each one took on a different core value theme which dictated the communication process as well as the conduct and look of the teaser campaign.

The themes of each teaser coincided with the six core values of Anglo American, which are integrity, safety, care and respect, accountability, innovation and collaboration.

These teasers culminated in full brand activation at each of the Anglo American sites in Johannesburg with our promoters dressed in supporting outfits of the day’s theme; the activation was run over a six weeks.

These activations were also supported by electronic teaser campaigns, which included flash emails and video clips further entrenching the messages carried by the various promotions.


The collaborative effort between all stakeholders resulted in the culmination of a successful Family Day that had effectively educated employees on Anglo American’s core values.

The Family Day surpassed all expectations and has set in motion the journey of creating an Anglo American that acts with integrity, is safe in everything that they do, holds others and themselves accountable, treats others with care and respect, creates an innovation driven culture and lastly, unites and collaborates together towards achieving a common goal.


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