Drama for Change – Nice Media

Behavioural and cultural change for large organisations

Drama for Change is a 100% surefire approach to equip your people to solve problems themselves. Learning dramas and a campaign to keep the conversation going are designed to bring about permanent change in your workplace.

What is Drama for Change good for?

Drama for Change is a service designed to help with the toughest management challenges – how to get people to change their behaviour.

Compliance issues where you’re getting no traction
Introducing new ways of doing things – as with mergers and acquisitions
Training people who have autonomy but need behavioural guidance - bus drivers, account handlers, line managers
Initiatives that walk a line between the professional and the personal – such as diversity and inclusion.

Why Drama?

Drama for Change works by dramatizing the conflicts inherent in the problems it is addressing. Video scenes showcase the essence of a problem, making it simultaneously objective (these are characters not colleagues) and emotional (it’s drama!). The audience naturally ask, “What would I do in that situation?”. Now people not only engaged with the problem but thinking about how to solve it.

This is a perfect take-off point for discussion. Who doesn’t want to give their opinion about a relatable, real-life situation depicted with visceral emotion?

Talking Cure

Discussion can be in a moderated group, via internal social media, or both. Drama for Change is all about getting people talking, and we further encourage this by framing the videos in a campaign to create and sustain a buzz.

In this framework, people solve problems for themselves. All you’ve done is guide them and provide licence and encouragement.

The Framework

The Campaign

Plenty of organisations commission learning dramas but few consider the power of a campaign to ensure they the most from the investment.

To get your videos working and boost group conversation we bring forward a host of initiatives: posters, digital fliers, video trailers via your internal platforms, showing video dramas in a town hall meet, releasing the videos on internal channels, facilitating discussions – via text or in the room. Then, when the dust has almost settled, we launch a second wave of the campaign with Gogglebox-style reaction videos. The discussion is reignited and taken to another level.

Focus Groups

Consulting our target audience through focus groups and surveys gives us insight into how they understand the subject area we are focusing on. It also gives us a mass of detailed raw content to work with. This part of the process is also effectively a pre-launch of the campaign because it alerts people that attention is being paid to this issue and anticipation is triggered.

The Gogglebox

One of the innovative elements of our campaigns is the Gogglebox-style audience reaction videos that we produce and distribute sometime after the core drama is released. Sharing these candid and enlightening reactions from colleagues never fails to get a laugh and to increase engagement and discussion. See colleagues modelling the kinds of debate we seek to promote serves to keep the conversation going. The conversation leads the change.