ENGAGING OVER 500,000 EMPLOYEES WITH CORPORATE SUSTAINABILITY TRAINING THROUGH THE STORIES OF SIX ILLUSTRATED CHARACTERS
As part of its corporate responsibility strategy, Deutsche Post DHL Group (DPDHL) launched its environmental protection programme, GoGreen. Their strategy, Mission 2050, set out the company’s aim to reduce their logistics-related emissions to zero by 2050.
DPDHL came to Fenturi to transform GoGreen into an environmental awareness elearning programme for all their employees. They asked us to create both an online and offline version of the module and use a combination of different approaches, where learners would be intrigued to find out more about Mission 2050.
We enjoyed working with DPDHL on this module, as they shared the same views on the importance of the issues facing us all.
We believe that soon digital environmental training will be prioritised on the same level as common compliance digital learning courses.
In order to achieve such an ambitious goal, DPDHL needed this CSR training to reach employees in all divisions, countries and working levels.
The first step towards this goal was to explain Mission 2050, and why it was important. DPDHL wanted to make employees feel emotionally invested in this mission, and motivated to continue learning.
The foundation module (online and offline versions) that we created was the beginning of a wider curriculum of learning. By the end of this module, the aim was for learners to perceive GoGreen and Mission 2050 as valid and realistic, while feeling responsible to engage and support the targets.
Concrete targets for learners:
• Understand the rationale of DPDHL’s GoGreen programme and know the milestones of Mission 2050 and the 2025 interim targets.
• Adopt a GoGreen mindset and understand general actions that contribute to achieving GoGreen Mission 2050.
The digital environmental awareness course would encourage behavioural change and help employees understand the rationale for the strategy and urgent need for action in tackling climate change.
However, one of the main initial challenges we faced in creating these courses was approaching some of the emotional barriers around climate change, as the problem can feel so big, complicated, and – sometimes – invisible.
To overcome this digital environmental training challenge, we approached the courses applying our unique expertise in bespoke digital learning, alongside our in-depth knowledge on climate change through research and collaboration with SMEs.
• Emotional engagement – we focused on the psychological barriers to engagement with climate change to develop a way of talking about the subject that was likely to engage a broad audience, show how the issue affects everyone and give learners hope. We also used characters to give voices to different points of view on the subject and to explain ideas further.
• Global engagement – we used characters which reflect a diverse group of people, so that there would be someone that everyone could engage with. We also only covered universal topics that would be relatable to most people around the world.
• Interactive learning – we used a combination of video, animation and interactive screens, including a 3D environment and short game to create a course where learners would be intrigued to find out more.
• Tailored content – we realised not all of the effects of climate change would resonate with everyone, so we created some parts of the course which were personalised to what learners cared about.
• Marketing content – the videos and characters have been used by the GoGreen Marketing team as standalone content for use within the business.
• Offline learning – whilst designing the online version, we were mindful of the need for this course to be adapted into offline training. We created standalone resources, such as animations and videos, which could be viewed in a classroom setting, and many of the interactions became discussion topics.
The six characters
We created six characters that featured throughout the course. They were designed to reflect the diversity of DPDHL’s global workforce and the range of opinions about climate change – from sceptical to very engaged. We used the characters to explore why people might struggle to engage with climate change through conversations, animations and interactive question screens.
We received excellent feedback from learners for the online course, who felt their concerns had been listened to, and that the content was relevant to them. This was a huge achievement considering the diversity of learners across a range of locations and job roles.
We were pleased to find out that some of the learners had been taking what they had learnt from the course back home to teach to their children. Overall, learners have given the course an average star rating of 4.8 out of 5.
For the offline course, the training has already been a winner of an internal award at DPDHL.
First DPDHL e-learning course to include:
- a combination of video, animation, illustration, isometric animations, and 3D modelling in one deliverable (GoGreen online)
- a mix of illustrated characters, with varied use of accents in the voiceover, on real photographic backgrounds to show the diversity of the workforce, in a familiar DPDHL setting
- a brand-new standard navigation toolbar for all DPDHL elearning courses. We worked closely with DPDHL Global Brand to design this. The toolbar has been introduced and will be used throughout DPDHL and with other suppliers moving forward
- an innovative approach to GoGreen offline: a digitally-guided classroom training, which requires minimal supervision from the facilitators