Launching an AI Code of Conduct
Overview
Our client wanted to create and promote a Voluntary Code of Conduct for the Use of Artificial Intelligence (AI) in Claims. He was clear on his vision but needed help and know-how to bring the project to life.
The Challenge
A hot industry topic with similar initiatives already in the works, our client needed to move from concept to launch at pace and on a limited budget. With multiple stakeholders, steering committees and working groups to coordinate, they needed a partner who could hit the ground running, offer guidance, keep things on track and provide practical support every step of the way.
The Solution
We provided end-to-end support across several critical areas by:
Successfully planning and positioning the project - We agreed priorities and timeframe before looking into similar initiatives to help us position the Code in a way that stood out. This initial planning was key to giving the campaign a solid direction and avoiding potential overlaps with other efforts in the industry.
Providing seamless administrative support - We took complete charge of all administrative needs and technical logistics in order to maintain momentum and free participants up for what really mattered: Focusing on developing the content of the Code and getting it ready for launch.
Planning, creating and delivering a comprehensive marketing campaign - From drafting social media copy and managing email campaigns to creating visual content and organising video campaigns, we handled the full spectrum of content needs. We leveraged multiple platforms and diverse outreach tactics to amplify the campaign’s reach and reinforce its value.
Setting up an entire technical infrastructure including data and CRM management - The technical setup included everything from email domain authentication to form creation, enabling smooth and scalable operations. We created a segmented database to ensure targeted outreach, increase engagement, and reduce friction in the user experience while implementing automated workflows that provide the client with long-term benefits, including streamlined data management that will serve the future of the Code.
Creating a dedicated website from inception to delivery - Designed for scalability and user-friendliness, the website allows users to view and access supporting resources. The mechanisms we put in place enabled seamless signature gathering and tracking whilst keeping the site updated as more organisations signed on.
Coordinating and supporting the hybrid launch event - Meticulous hands-on planning was vital to accommodating both in-person and virtual attendees. We managed RSVPs, name badge creation and event collateral distribution. On the day, we provided onsite and virtual support and facilitated short interview clips for later use on social media.
Results and Impact
The results exceeded expectations, demonstrating the tangible impact of our strategic and operational support:
High Engagement: Over 350 people registered for the launch event, with around 200 attending on the day - significant numbers considering the niche topic and limited campaign window
Industry Adoption: The Code quickly gained momentum with over 50 organisations joining the list of signatories, including key industry players
Widespread Visibility: Media coverage was extensive, with mentions in major industry outlets. Visibility which not only increased awareness of the initiative but also positioned our client as a thought leader in ethical AI use within claims management
Sustained Momentum: The infrastructure we put in place has enabled ongoing engagement whilst the website, CRM systems and content strategy continue to support outreach efforts and the building of a strong community of practice around the Code
Key Takeaways
Holistic Support: Providing full-service support allowed our client to focus on strategic objectives while we handled the intricate details
Agility and Speed: Rapid deployment of content and technical infrastructure enabled us to meet tight deadlines while maintaining quality
Collaborative Process: Close alignment and frequent check-ins with the client kept the project on track, fostering a smooth workflow despite the complex, multi-stakeholder environment
Resource Optimisation: Strategic planning and resource allocation maximised the impact of a limited budget, ensuring each effort served both immediate and long-term goals
If you’re interested in reading more about this specific campaign please ask us.
This project showcases how Bright Lights can support a client in taking an ambitious idea from concept to reality in a short time frame. Our experience, combined with the ability to scale resources quickly, provide strategic oversight and deliver coordinated execution resulted in a campaign that not only achieved its immediate objectives but also laid the foundation for long-term success.
If you’re looking for a team that can handle the heavy lifting while you drive strategy, Bright Lights is here to help. We don’t just support your business - we help it shine. Reach out via LinkedIn or the contact form on our website here.
Please Note: We specialise in supporting B2B businesses