JTL - Video

The Brief

JTL's 'Equality and Diversity' digital training tools were in real need of being updated. We were invited, as the company's sole digital supplier, to develop a more sophisticated video to replace its existing VHS format training video.

The Solution

The main problem that JTL had with its existing equality and diversity training video was that it had dated so badly. This combined with the fact that it was so poorly acted meant that the apprentices were, quite simply, so amused by it that the very serious message it was meant to convey was completely lost on the audience.

After consulting with JTL, the decision was made to make an animated video instead of using actors and live video. Pop culture has embraced adult cartoons and animation is a medium that young people can easily relate to. Also, a traditional video would be less memorable and may come across as wooden. The entertainment aspect of the piece would be invaluable in assuring that the viewer's attention was sustained and the message communicated effectively.

The piece is titled 'It's Not Fair'. We commissioned a team of specialist animators to create the content for the videos. Four examples of inequality in the workplace are presented. The issues of bullying, racism and sexism are communicated through stories about apprentices being victimised at work. These issues are tackled clearly and with sensitivity, ensuring that above all, the message is explained.

Although the videos were made to support classroom training, in order to maximise the RIO (Return on Investment), we looked at where else they could usefully be deployed.  The four videos have been added to the JTL Young Persons website, and make really great additional interactive content. They have also been used on induction CD-ROMs for new students.