Cultural Change Campaigns

Changing the way people at big companies think and do things

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Pity the poor CEO of a large corporation, trying to motivate the hearts and minds of thousands of people at the organisation to get with the programme!  Culture change campaigns are how it's done. 

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Why are culture change campaigns important?

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• Steering the oil tanker - large organisations can't get everyone together that easily or that often, so they communicate using media. For particularly important  messages, and those where organisations have to show regulators they're doing something (e.g. data protection), a dedicated campaign evidence makes perfect sense. Using all the techniques of modern communications it can secure attention, change minds and alter behaviour across the whole workforce.

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Considerations for culture change campaigns

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• Campaign theme - it has to convey the main message, usually the most important change you want to achieve, in a compact, compelling line. 
   

• Media planning - you'll need an innovative combination of media to break through the messaging clutter to deliver your campaign message.
   

• Writing for different media - in addition to video, posters, booklets and emails, calendars, lift doors, floors, desk stickers and radio can be used to grab attention. They all require their own approach to copywriting.