Maximaal Digitaal.

The Flemish Government has decided to have a radical approach by going digital all the way. And going digital for such a large organization does not only mean deciding on what technology to use, but also on how to implement and plan this major update. Since the governmental workers are not tied to one spot, but scattered over many different locations all having very different technological needs, makes this mission rather complex and hard to manage.

We created a masterplan for the communication on this change, making sure all 9.000 workers know what to expect and to do. By identifying different stakeholders (from department managers, over IT and communication managers) we created a group of those who are in favor of this change. They got involved pretty quickly in the process, and helped us paving the way for a smooth change for all workers.

Our goal was to enthuse and involve workers using engaging and compelling storytelling. It was key to take away any obstacles and keeping everything as accessible as possible, with a great focus on the end users. Just like the Flemish Government stated a mission, our communication campaign also believes in its own mission. Titled ‘Maximaal Digitaal’ we would like to create a digital workplace for each user/worker, so they are able to work with maximum freedom, mobility and safety.

Within the campaign, we feature a figure called ‘Max’. He leads by example, and gives the rather intangible, technical matter a face. Max becomes the helping hand, the guiding light: the chieftain of the Tribe. He unites all governmental workers, and motivates them to also become ‘De max’. All departments will make the change, following a strict plan. Each change consists of several phases, and Max will always be there: from notification mailings to educational and tribe-empowering content.

The Flemish Government has several entities, that each needed its technological en behavioural change proces. That’s why we handled entity per entity, to ensure maximal support and attention.