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FEATURE


BUSINESS CRIME & PROTECTION To do this we need context. By going from training to


awareness, and from awareness to engagement, we start the right kinds of conversations. People start asking the right questions: Do we really need all this information on our customers? Can we keep this as long as we want? Can I take it home with me? An internal campaign (sounds a big deal - but it’s just a


plan like any other) using vivid imagery and simple headlines will get this going a lot more than 50 slides worth of GDPR legislation. If a picture paints a thousand words, a video is the secret weapon of any behavioural change programme. This is where the power of stories comes in. Stories (whether factual, or entertaining skits) are the


new lubricants in the communications machines of modern, progressive firms. Marketers have known this for decades. Sell the benefits, not the features. Explain what can go wrong, in an entertaining or fascinating way, in under four minutes, and you’ll at least get their attention, and that is the most precious of commodities in our quest to change employee behaviour.


So, instead of threats of disciplinary action or dismissal,


think like a marketer, and mount a campaign. You’ll move from a short training cognitive behavioural


therapy (CBT) session once every six months to a layer of cultural change that will infuse your company with the desire to do the right thing, for reasons they all now understand. We’re hard wired to react to stories, and they live on


long after the first hearing, unlike most CBT training programmes. Stories make us feel like we are living in them, taking part, even when we’re not. It’s how we are neurologically wired. So, try working with the theatre of the heart, not just the


An internal awareness campaign can have successful results


library of the mind. You’ll be surprised at how powerful it will be.


‘If a picture paints a thousand words, a video is the secret weapon of any behavioural change programme’


40 business network June 2018


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