As the CBI crumbled, trust in management hit a low ebb in the public's consciousness. If an organisation like the CBI cannot act responsibly, then who will.

Almost every crisis within both the public and private sector can be levelled at one core truth; Management failed to take responsibility.

The Chartered Management Institute (CMI) needed to highlight this fundamental and build understanding amongst the workforce that poor management was hindering, not just good behaviour, but the productivity and prosperity of our nation. Something we should all be concerned about.

The campaign, which rolled out nationwide, took a simple twist on the small print we're so familiar with; 'Management takes no responsibility.' By crossing through the 'no', we encouraged managers, leaders and those aspiring to be in such positions to take an active responsibility in their approach to management. An attitude the CMI can actively support with.

This witty play unlocked a whole host of messages, which in turn enabled the CMI to call out the impact of poor management, evidenced by research, and invited audiences to take action. 

This direct and engaging approach was a tremendous success. Exceeding original targets significantly. Boosting CMI membership and growing participation in CMI courses.

The campaign has also been shortlisted in the Memcom awards.