Objective
We needed to bring Diversity and Inclusion to life for Drax in a region where the conversation around these topics is at a more nascent stage and still evolving. So it was vital that we empower the local Managers to feel confident when having those conversations.
The videos were designed with the aim of bringing to life situations that depict diversity and inclusion dilemmas, allowing the audience to recognise some of the situations, understand how certain behaviours can impact others – despite our intentions – and encourage them to think how they would act/behave or support one another.
We have created a dynamic and immersive tool for Managers, giving them the confidence to have those conversations with their colleagues and create a safe space where people are encouraged to talk about inclusion and what it means to them.
The videos will be used for both face-to-face and virtual training sessions.
Research and Design
Authenticity was key to ensuring the audience would find the videos engaging, believable and true to them and their day-to-day experiences. To ensure we achieved this, the Drax team included two colleagues (one in Canada and one in the US) as an integral part of the design phase. These individuals provided invaluable feedback on operational processes, cultural nuances, language etc – and enabled us to shape design in accordance with regional variances.
We started by talking with a cross-range of Drax employees based in Canada and the US. Inclusive by design, our research phase saw us speak to people at different levels of seniority, with different tenures and backgrounds and we included those working in corporate as well as operational environments.
This allowed us to identify a core set of themes that were relevant for the entire region, as well as local nuances that we fed into the scripting phase (such as First Nations people, alternative lifestyle, multiculturalism, etc). These details resulted in two different sets of videos that would speak true to the entire region whilst also feeling bespoke to the two areas.
