Meet Fred: How do you make A Code of Ethics Impossible to Forget?

THE BRIEF

The FAO Ethics Office needed to turn a policy document into something their global workforce would actually remember, understand, and use.

Every large organisation has a code of ethics. Far fewer have one that staff genuinely engage with. FAO came to Rooftop to create something that would make the FAO Code of Ethical Conduct relatable and memorable for a diverse global workforce navigating real, sometimes sensitive situations every day.

THE CREATIVE

The answer was Fred. A fictional FAO employee who is relatable and unheroic in exactly the right way. The creative device that makes the series memorable is the hat: Fred wears a different one in each situation, giving audiences a visual cue they can easily remember. It also translates naturally into live workshops and conferences.

The minimalist animation style, built around FAO’s colour palette and supported by clear, direct language, keeps each video focused and accessible.

Complementary posters and stickers extended Fred’s presence into FAO’s physical workspaces, creating a cohesive multi-format training ecosystem that reinforced the lessons beyond the screen.

THE IMPACT

The Fred series has been received warmly across FAO’s global staff, praised for its accessibility, and ability to make genuinely difficult subjects feel approachable without diminishing their importance. Fred has become a recognisable figure in FAO’s internal culture.