Case study: Improving climate content training for broadcasters
The Issue
In 2021, every major UK broadcaster and streamer signed the Climate Content Pledge. This united them under a shared goal to use their platforms to inspire audiences and help them navigate the path to a more sustainable future.
Enabling broadcasters and screenwriters to live up to this Pledge and accurately depict the climate crisis through their programming and storytelling, so that people can understand what tackling climate change might mean for them, as well as inspiring and informing sustainable choices, is the primary goal of our customer.
For several years, our customer had very successfully run in-person, instructor-led Climate Content Training sessions. To reach a wider audience, they recently attempted to transition to online delivery, via virtual classrooms. Unfortunately, participant feedback showed that the online programmes just weren’t hitting the mark. They brought LAS in to help them find out why and make recommendations for improvement.
The Challenge
The Climate Content Training programmes are delivered to a wide variety of organisations and roles in the broadcasting industry. To get to the heart of the issue with the new online version of the training, to understand what needed to change and give recommendations for improvement, it was necessary to gather a large amount of feedback from a broad section of the audience, who are all very busy people.
The Solution
Convincing people of the importance of their input was a lot easier than we had anticipated. The broadcasting industry is fully committed to doing their part to create a better, more prepared, more sustainable world for the next generation and they were eager to help make the Climate Content Training the very best it could be.
Over the course of several weeks, our LAS team of consultants conducted a series of twenty in-depth interviews with participants and stakeholders across a number of organisations. In addition, we conducted an online survey with a further 50 people and analysed existing data to look for common themes and anomalies. From this data analysis we were able to generate a series of insights which informed our recommendations for improving the programme.
The Results
Following the analysis phase we produced a report giving comprehensive recommendations. The recommendations included how to improve the overall structure and user experience flow, how to include opportunities for interactivity and social learning and how to make the learning more practical and more applicable to a wider range of genres and production budgets. We also set out ideas around pre-training communications and learning and post-learning implementation, as well as for improving the visual look and feel, how to communicate more impactfully, localisation for international audiences and more. This was all then brought together in a fully costed plan on how to achieve these improvements.
Programme makers have a really important role to play in shaping attitudes and behaviour around climate change and sustainability in wider society. This training plays a vital part in ensuring that the issues are raised in an informed way through diverse content and authentic and meaningful storytelling that inspires positive change. This sizzle reel highlights the progress that has been made.
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