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When Nat Geo
Decided to
Walk the Talk.
National Geographic India · Internal Communication Campaign · Concept + Copywriting
My Role: I conceptualised and wrote the entire campaign — from the overarching manifesto to each individual artefact placed across the office.
The Brief: National Geographic has spent decades telling the world to protect the planet. But what about the people behind those stories? This was an internal campaign to get NGC India's own employees to live the brand's values — starting right where they all come together: their office.
The Idea: The NGC Code.
A set of artefacts — each one placed exactly where the desired behaviour needed to happen. Not posters. Not memos. Contextual nudges, written in NGC's voice, that made doing the right thing feel like the obvious thing.
The Manifesto
The overarching pledge that set the tone for everything that followed.
The one in the cafeteria
A food waste nudge, placed where food gets wasted.
The pool ride reminder
A carpooling reminder, placed where the decision to drive alone gets made.
The one for segregation
A waste segregation guide, placed right at the bins.
Sow and Grow
A prompt to nurture the office garden.
The pledge on badge
The pledge made personal — worn on every employee's badge, every day.
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