The A in the ADKAR change management model: Marketing new course with a learning bite

Working on a national change management project to change behaviours for safety, it was decided that we would employ the ADKAR change management model to guide individual and organisational change. For those that are not familiar with ADKAR, the acronym represents the five outcomes an individual must achieve for change to be successful: awareness, desire, knowledge, ability and reinforcement.

The first milestone of the ADKAR model was to build awareness, meaning that we need to share both the nature of the change and answer why the change is necessary. There are a number of ways to build awareness, from communication plans, providing access to information and creating events. We did this with sponsor messages, engaging conversations with the leadership team, and business wide communications. Liking the idea that we could build an opportunity for learning into this milestone of the model, I designed a short bite (30 secs) teaser video which we embedded into our communications to the business.