Deliveroo

During the health crisis, Deliveroo Rider Services needed to strengthen the information, support and mobilisation of its network of independent riders, in order to keep the service running while ensuring the new hygiene and safety rules were followed. The main challenge lay in getting clear, actionable instructions out quickly to a large, mobile and geographically scattered network, while maintaining the trust and engagement of the riders. Bonne Idée deployed a communication strategy mixing field action and real-time digital distribution. Dedicated ambassadors, teaching kits, targeted messages and operational guidance made it possible to align practice, ensure the measures were adopted and answer the network's questions in an emergency.

Within four weeks, 90 per cent of riders had been briefed on the new procedures and 85 per cent had adopted the health protocols, helping reduce operational incidents linked to the crisis. The initiative strengthened the relationship between the platform and its riders by showing an ability to support an independent network through uncertainty, with communication that was structured, accessible and responsive.

The engagement stands as a repeatable model for critical communication at scale, combining operational information, closeness to the field and digital coordination across a network.