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Example of emotional case: ESA’s latest safety campaign

In an earlier post I talked about the importance of building the emotional case for change – and not just the business case. To illustrate, I used a consumer example: Volkswagen’s Eyes on the road campaign (the video is embedded in that post). I encouraged change leaders to study how others have been able to engage at an emotional level the people who had to change; and I shared some of my favourite stories from the change management literature.

I just came across another great video example, this time by the Electrical Safety Authority (ESA) in Ontario, Canada. The 30-second spot is a powerful re-enactment of a powerline accident on a construction site – using a 1:6 scale model. You can read more about ESA’s #RespectThePower at Work campaign on Marketing magazine: ESA campaign asks consumers to be mindful of powerlines.

If you are a change leader, stop for a moment and reflect on your current change initiative(s). Ask yourself:

How can I better engage emotionally the groups who have to change?

Be smarter than most managers: build the emotional case for change – not just the business case. As I explained in the earlier post, the former is 4X more powerful than the latter!!

Copyright © 2015 by ORCHANGO. All rights reserved.

Edmond Mellina

Edmond Mellina is president & co-founder of ORCHANGO. He is internationally respected as an expert in change management when change is fast-pace, constant, overlapping and disruptive. For over 25 years, he has partnered with public and private sector clients in Europe, North America and the Middle East to build their change capabilities while helping them win in an increasingly digital world. Prior to co-founding ORCHANGO, Edmond was a corporate executive: CIO at Delta Hotels when Expedia disrupted the hotel business; VP Corporate Development & GM for the technology business of Envoy Communications Group when marketing agencies started to become digital. Edmond serves on the National Board of Directors of the Strategic Capability Network.

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