01. CHALLENGE: HOW TO PROPOSE CHANGE
TAFE NSW is Australia's leading provider of vocational education and training with close to 500,000 enrolments each year. Courses are offered at over 130 campuses across NSW as well as in the workplace, through distance learning and online. Qualifications from TAFE NSW range from Certificates and Diplomas to Bachelor’s degrees.
We were asked to create an internal communications campaign to engage and inform staff during a potential 3 year journey of significant cultural and organisational change within the organisation (ie a restructure).
How to propose change. Sometimes it seems change is known more for hard times and hard work than it is for hope and progress.
Looking through the brief, we were inspired by the mammoth task TAFE NSW had set out for itself. To bring together the many campuses into a unified vision with a unified mission "Skill the workforce of the future". We wanted to create a simple and honest message that bridged the gap between Head office, staff and students. The result was “More than”, a strategy that means giving a frank answer.