Brightwave's Head of Learning Design James Cory-Wright (who recently took part in a great LSG webinar on the use of storytelling in elearning) has just published a new whitepaper:

The Manifesto for Campaign-based Learning


James' bold theory is that in order to achieve thorough, long-lasting behavioural change in an organisation, learning and development interventions must also be similarly long-lasting and recurrent.

Borrowing from marketing and advertising, he advocates a campaign-based approach, where a diverse mix of learning materials (courses, videos, posters, job aids etc.) and experiences are rolled out to its intended audience over an extended period of time and in a variety of unexpected and interesting formats, reinforcing certain simple messages over and over again until they become embedded as part of the general business culture.

It'd be really interesting to hear the thoughts of the LSG group on this: do you use similar techniques of persuasion and reinforcement to get key messages across? Or does the idea of thinking about your learners in the same way that Nike think about their customers fill you with horror?

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At the Campaign for Learning we believe strongly in the power of campaigns-based approaches and creating a brand for learning. Our planning framework has been used by companies for Learning at Work Week and other campaigns with great and often transformative results. We think new and emerging disciplines such as content marketing and strategy also have a lot to offer. The focus is on creating content that taps into individuals' motivations so that they are more likely to take on board the messages that you want them to hear - this suggests campaigns could be further enriched with learning activities or opportunities that may not be directly related to the job but are highly motivational and create additional feelgood factors and more openess to the core messages.

Hi Julia,

Thanks for replying - really interesting stuff!

I think this point especially is key: "creating content that taps into individuals' motivations so that they are more likely to take on board the messages that you want them to hear" 

Developing that sensibility, being able to understand the cultural norms of the organisations you're working with, and drawing a picture of the individuals therein - what motivates and inspires them - through close consultation and an attitude of openness and curiosity, is essential in designing a campaign that is going to really speak to your learners.

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