Campaign-based learning: because growth takes time
Great organisational learning tackles the big issues with many small battles.
In my last post, I examined how I use the EAST framework to guide clients when designing a change initiative for their people. Today, I want to look at how this translates into a campaign-based approach to learning and communication at an organisation.
Learning, like all worthwhile things, takes time. Even though we’re mindful of this when we’re learning something new ourselves, it’s the first thing we tend to forget once we expect others to learn.
Campaign-based learning means that you give learners the opportunity to grow over a period of time — while expecting profound results.
I like to define smaller, bite-size pieces of learning content that are deployed over time because they reduce the friction of change within learner groups while giving me the opportunity to measure success and adapt the strategy where necessary.
All in all, I’ve found that great campaign-based learning shares the following five features:
Distinct identity
Great campaign initiatives deserve great branding. By giving learning a distinct identity, you raise the profile of what you’re trying to achieve and create a consistent voice that people can rally around.
Identity gives your audience a common language to use when they’re engaging with the campaign — this helps you craft the conversations they’re having in subtle ways.
Great storytelling
Stories are the great leveler — everybody loves them. The trick is to tell the right story for a campaign at your organisation.
Spend time with your learner groups and see what works for them. People love to share stories about their experiences and, if given the opportunity, contribute to the narrative.
Digital and tangible presence
Campaigns create multiple touch points at an organisation that span the divide between digital content and the real world.
This can range from something simple like posters or campaign-branded shirts to sophisticated experiences where learners work together to complete campaign activities.
Behavioural, social and motivational design
Change takes time and calls for concerted design strategies that address behaviour. Harnessing the power of social groups and encouraging people to share within their circles of influence can help your campaign become part of everyone’s day-to-day.
By incorporating motivational design into a campaign, you can encourage people to pull in the same direction by earning rewards or avoiding sanctions.
Focus on the big; act on the small
Too many businesses don’t paint the big picture for their people — especially when it comes to organisation-wide problems or issues that need solving.
Thing is, people love vision and are innate problem solvers. Give them insight into the issues writ large, but don’t expect them to solve everything for you. Rather, give them a simple, small way to engage with your campaign and act upon their part in the bigger picture.
I’m very passionate about strategic, campaign-based learning. And for good reason: the approach gets results and creates memorable experiences that help people change the way they work.
