Background:
The Jerusalem Municipality serves a wide range of customers; residents, business owners, government agencies, real estate developers and many more. Years of unsatisfactory service caused the public to lose their trust in the abilities and motivation of the municipality’s employees.

The Challenge:
To create a significant enterprise-wide change within a large organization

The goal was to create an impetus that will profoundly inspire change in the way the current situation was viewed, which was based on many long years of negative experience and mutual distrust. In other words, to cause the employees to love and believe in what they do in hopes that the residents will eventually feel the difference.

Our Solution:
Developing a deep and comprehensive process that will bring about real change in the way in which the service values with​​in the municipality are perceived.

The employees are the power source of the organization – we’ve therefore chosen to start with them. We have developed a unique brand voice and great marketing tools that were well integrated into the service workshops and incorporated into the daily application and implementation of the organization's values and overall service. After a positive and considerable change was starting to take shape, we began to introduce the changes to the residents. We presented the change by positioning the Municipality’s service as a leading value. We’ve incorporated an illustrated image as the presenter of the entire process and we’ve managed a large-scale media, city street, and billboard campaign. Our lion is still running through the streets of Jerusalem, acting as a quality improvement campaign model for other organizations to emulate.