A campaign that resulted in 55% of employees making a public pledge to change behaviour
With a new Head of DEI and inclusion firmly on the strategic agenda, DAZN wasn’t interested in ‘tick box’ training.
Becoming proactively inclusive
DAZN recognised that DEI is about empathy and action. So they partnered with Lima Delta – that’s us! – to create a compelling digital learning campaign based on true stories from within. The goal was to inspire and empower their people to behave inclusively.
They wanted real behaviour change, not a box-ticking exercise. And they knew that takes empathy, action and a bit of bravery.
That’s where we came in.
After the first meeting, we knew we had made a great decision to work with Lima Delta.
The team provided brilliant technical expertise and valuable counsel, insights and advice to help us deliver a brilliant, engaging learner experience.
We created a five-part campaign built on real stories.
Successful learning is about doing, not just knowing. So together, we defined what inclusive behaviour should look like at DAZN, specifically within its competitive, high-performance culture.
With clear goals in place, we created a five-part awareness and learning campaign that used powerful, real stories to shine a light on exclusion and inspire everyone to be part of the solution.
The first three episodes featured compelling, honest video stories based on anonymised experiences from across the business, covering situations like neurodivergence and being open about sexuality at work.
Each episode built on the last, exploring different aspects of DEI and moving people from awareness to action – though each followed a common thread, starting with the story, exploring differing perspectives and ending with a commitment:
Lived experience
Conflicting perspectives
An expert opinion
Leaders’ pledges
Your pledge
Pledges made in public
In the final episode, it was over to individuals across the business to reflect, take ownership and publish their own pledges on an internal SharePoint page. Delivered through DAZN’s existing systems, the whole campaign fitted into the flow of work.
Built on behavioural science
The campaign draws on a handful of behavioural science principles:
Storytelling and empathy
Facts inform but stories move us. Seeing exclusion through a colleague’s eyes builds the empathy that makes people want to act differently.
Leaders go first
When leaders share their own pledges, it signals that inclusion matters here, and makes it safer for everyone else to follow.
Public commitment
We’re more likely to follow through on a promise we’ve made publicly. Publishing a pledge turns good intentions into a commitment.
Episodic chunking
Short, digestible episodes allowed everyone to participate without the training taking over their work day. Especially important within a culture where hard work, performance and focus are highly valued.
of participants chose to make a public DEI pledge.
Each one a personal commitment to act, speak up and help make inclusive thinking part of everyday culture. The campaign also earned an average score of 4.7 out of 5 from learners, across all levels of the business.
We’ve had great testimonials from all levels in DAZN, board members included, calling out the quality, reality, level of engagement and educational value.
They took the time to learn about our business, our people and how we could ensure we created a solution that could be consumed in the workflow and delivered via our existing internal systems. I can’t recommend working with Lima Delta highly enough!
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