Growing awareness of the EAP programme
A communication and promotion proposal based on the Family Day experience
The feedback gathered at our stand shows a clear pattern
people actually stopped by our stand
Tesco managers — every one of them knew the programme
of the employees who visited the stand are estimated to NOT have known about it
- Managers knew the service almost without exception — they are well placed to recommend it.
- A large share of store colleagues, however, had never heard of the EAP before.
- This isn't about the content of the programme — it's about the reach of our communication so far.
* Estimate based on the on-site report: of the ~150 people recorded at the stand, 20 were managers (100% aware of the programme), ~30% were children/spouses, and most of the remaining store employees were not aware of the service.
We can't expect people to use something they don't know exists.
A service's effectiveness — however good it is — depends directly on how many people even know it exists.
Awareness doesn't "trickle down" on its own
Managers knowing about it doesn't mean it automatically reaches store employees too — a dedicated communication path is needed.
Store staff are reached differently
Frontline colleagues typically don't read company email during work hours — reaching them requires other channels (physical space, word of mouth, managers).
A single event isn't enough
A single event brings momentary attention, but lasting awareness is only built through repeated, ongoing presence.
Continuous, multi-channel awareness-building
Not focused on any single future event, but on continuous, multi-channel awareness-building.
Manager advocacy
Actively involving the managers who are already informed — they pass it on to store teams.
Onboarding integration
Introducing the EAP should be a standard part of every new employee's induction.
Physical presence in-store
Posters and flyers in staff areas — changing rooms, break rooms, staff entrance.
Simplified access
Highlighting the phone number, a fully translated registration process, fewer steps.
Word-of-mouth mechanism
Local "EAP champion" employees in each store who recommend it in person.
Ongoing repetition
Not a one-off campaign — recurring touchpoints through existing internal channels.
In-store radio
A channel never used with Tesco before — worth piloting to reach staff during shifts.
Incentivized pulse campaigns
Periodic EAP awareness pushes paired with a small incentive — this audience responds well to it.
Manager advocacy and onboarding integration
Managers already know the programme — this is the fastest channel to activate.
A short manager briefing document
A one-page, concrete "what to tell the team" guide for store managers — not a general overview, but usable wording.
Mentioning the EAP at regular team meetings
Built into the agenda of existing weekly/monthly briefings, not as a separate event.
A standard onboarding element
Every new store employee should receive EAP information in their first week — both in writing and verbally.
A manager feedback channel
Store managers should be able to flag when their team asks about the EAP — this helps gauge real interest.
Store-level EAP challenge
NewEach store gets its own QR code / registration link, so new registrations can be counted per store (anonymised, aggregate numbers only — no names are shared with Tesco). Managers share a short EAP reminder at whichever huddle or handover already happens on their shift. Top-performing stores receive recognition, and CGP runs a confidential prize draw among new users as an extra incentive.
Physical presence and simplified access
Removing the practical barriers observed at the Family Day.
Highlighting the phone number on every material
Given the registration difficulties (poor signal, downloading the app in a group), phone contact should be the primary, clearly visible option.
A fully translated process
Both the registration process and the confirmation e-mail should be in the local language (Slovak / Hungarian) — this was missing before and caused drop-off.
Posters in staff areas
Changing rooms, break rooms, staff entrance — places where store employees actually spend time, with a QR code and phone number.
Co-branded, tangible reminders
Small, practical items (e.g. a card, a magnet) with the CGP/EAP logo at staff counters — as a lasting visual reminder.
In-store radio
NewA channel we have never used with Tesco before — worth testing to reach staff passively during shifts, alongside the visual/print materials.
What worked at the Family Day, and how to apply it at future events
EAP reps in a discussion zone
Use a dedicated tent or discussion area (as seen at the Family Day) where EAP representatives can talk to employees directly — a stronger, more personal way to build awareness and trust than a stand alone.
An EAP game in the "olympics"
Where the event includes activity stations (e.g. an "olympics" format), add a light, playful EAP-branded game or challenge — increases engagement and memorability without feeling like a lecture.
Reposition the Benefit zone
Placing the Benefit zone away from the back of the venue, in a higher-traffic spot, would significantly increase the number of employees who actually pass by and engage with it.
Two findings from the field that the communication plan should specifically target
A. Trust in the service
Employees are fearful of their managers finding out about their issues.
- Visually distinct materials
Use CGP/EAP design, clearly separate from Tesco branding — reinforcing that EAP is independent, not connected to Tesco.
- Trusted messengers
Have the suggestion come from the most trusted people in-store (store/shift manager, colleagues) — supported by an incentive and simple wording guidelines for how to refer someone appropriately.
- Anonymous testimonials
Communicate real, anonymized stories to show the service is confidential and safe to use.
B. Perceived stigma
The belief that this kind of help is "for weak people" or only for very serious cases.
- Long-term, repetitive campaign
A sustained, ongoing campaign (building on the "Ongoing repetition" pillar) is key to gradually shifting this mindset.
- Rotating monthly stories
Promote a mix of easy, everyday and more difficult, relatable stories each month — using simple, everyday language, not clinical terms.
- An easy, low-commitment hook
Offer something small to start with — e.g. a short 30-minute session or a quick self-test on a relatable topic (handling difficult customers, a financial check-up with tips).
From baseline to scale
Baseline awareness survey
A short, anonymous survey in a few stores: who has already heard of the EAP, from where, and how well they understand what it's for.
Preparing the materials
Producing the manager briefing, translated registration process, in-store posters and co-branded reminders.
Pilot in 2–3 stores
Rolling out the pillars simultaneously in selected stores, to see what works best in practice.
Measuring and scaling
A follow-up awareness survey in the pilot stores, then rolling out the elements that worked to all Tesco stores.