Over the last couple of years, we’ve seen a large number of leaders and companies openly state their commitment to Diversity, Equity, Inclusion &amp; Belonging initiatives (often referred to as DEIB). These strategies, on the surface at least, seem to understand the benefits of increasing diversity and promoting inclusion across their businesses, as well as knowing it’s the right thing to do. However, research shows us that despite large swathes of enthusiasm, progress in this area is slow.&nbsp;Why are we not seeing the progress that we would expect?Over half of UK senior business leaders surveyed said their DEIB strategy only pays lip service to supporting talent from underrepresented groups. Not only that, they also believe that their strategies don’t provide any helpful support in practice (Source KellyOCG). So even though we have seen companies rapidly creating various types of diversity strategies and programmes, there is a lack of follow through to ensure their effectiveness. Why is this?&nbsp;How is it that DEIB programmes that start off with the best intentions often fall by the wayside a year later?&nbsp;&nbsp;To understand more, we must look at various factors. One of these is looking at the true intention behind the programmes. Many DEIB initiatives are created to keep up with competitors, to comply with corporate governance and self-regulation, or perhaps worst of all, to be ‘seen to be doing something’. This means that programmes often fail to maintain the momentum needed to create real change.&nbsp;Without exploring a full and rounded strategy around what you want to achieve with DEIB programmes and putting in place real targets, milestones, and thought-through ways of how to get there, these programmes amount to little more than a tick box exercise.&nbsp;We also need to look at who is responsible for driving the change. Is it coming from the top? Or does the burden of making DEIB programmes successful fall on the shoulders of the very people they are supposed to support?&nbsp;The BBC recently wrote about how ‘<a target="_blank" rel="noopener noreferrer nofollow" href="https://www.bbc.com/worklife/article/20200826-how-corporate-diversity-initiatives-trap-workers-of-colour">corporate diversity initiatives trap workers of colour</a>’. In essence this means that while organisations are looking to focus their attention on diversity, these initiatives often require a disproportionate amount of lift from people belonging to marginalised groups. Overhauling how a company approaches DEIB is more likely to be left to members of minority groups to lead the charge for change in the first place, in fact.&nbsp;Some might question why this is an issue.Why shouldn’t we look to disenfranchised people to lead the way?&nbsp;The answer is that it shifts the burden of education onto those who have already lived through trauma. Leaders who do this have missed the point of inclusivity by failing to protect the psychological safety of the employees who take on this kind of ‘emotional labour’. One of the golden rules of allyship is to take education into your own hands, and deepen your understanding of issues, rather than be reliant on the account of others. Doing this means using privilege for good.&nbsp;Rather than turning to minority groups to take the lead, impactful DEIB programmes make space for marginalised voices to be heard.&nbsp; Leaders need to shift the burden onto themselves to create change, and away from those they intended to lift the burden off.&nbsp;Finally, and probably most relevantly, many companies approach DEIB initiatives with the notion that DEIB is a ‘problem’ to be solved - rather than seeing the opportunities for growth, to future-proof, and the chance to build a stronger organisation. The mentality around DEIB needs to shift from ‘creating a DEIB programme’ to focusing on how we create a ‘wholly inclusive culture’. Diversity in the workplace goes way beyond simply hiring more diverse faces. Having a truly inclusive culture at work allows businesses to thrive, and opens up more pathways to connect with your clients, consumers, and employees.&nbsp;So what needs to change and how do you ensure success?If you want lasting change, you must start from the top. DEIB programmes built for lasting success need executive oversight, and conversations about DEIB need to become as commonplace as conversations about strategy and growth. The reality is that diversity and inclusion initiatives are destined to fizzle out without buy-in and regular, genuine support from organisational leaders. Ultimately, without active involvement from leaders, any change will be short-lived.&nbsp;Reviewing the substance of your DEIB programmes is also crucial. There has been much media coverage about the so-called ‘failure’ of unconscious bias training. But behind these salacious media headlines lies a grain of truth - the same of which can be said for any training programme designed without thought of what comes after. Think about what you’re trying to achieve, and pay attention to the way you’re trying to achieve it. Is it realistic? It takes more than an afternoon workshop to dismantle deep-rooted systemic biases. It takes more than an e-learning module to help people unpick their privilege and understand how to become an advocate.&nbsp;Some initial steps you can take to make sure you’re setting your DEIB initiatives up for long lasting change are:&nbsp; <ol><li>Look at DEIB across the organisation - your programme should not be a standalone product. How does it tie into wider company objectives? What is the&nbsp; bigger picture of what you’re trying to achieve?</li><li>Set yourself measurable goals to track DEIB outcomes - As Steven Covey said, begin with the end in mind. Start with your end goal and work backwards to put in smaller measurable milestones you can celebrate. Your end goal should not be ‘create a DEIB programme’.&nbsp;</li><li>Make sure it is leader led - or at the very least, is consistently being spoken about at top levels. Senior management mimic what they see and hear from the top. If it’s not part of your leader’s agenda, it won’t be part of theirs.&nbsp;</li><li>Be realistic with your aims and objectives - Rome wasn’t built in a day, and setting up your DEIB strategy shouldn’t be either. For many colleagues, this might be the first time they have delved into DEIB in a meaningful way. Change takes time. Initiatives that promise the earth very quickly are likely to be forgotten by next quarter. Think slow burn rather than fireworks.</li><li>Don’t be afraid to look outside for expertise - Sometimes it needs an outsider to point out the obvious and highlight areas that you’ve overlooked. Bringing in external consultants can help inject pragmatism into your DEIB strategy, innovation into your programmes, and support you to create something that lasts.&nbsp;</li></ol>At Media Zoo, our purpose and vision is to use our creative force for good. Changing the landscape of DEIB is something I’m extremely passionate about. I feel very grateful to be at the forefront of doing just that at Media Zoo, where I have the opportunity to work in partnership with global companies, to shape world-class DEIB programmes that stick.&nbsp;My desire is to help more and more businesses see that there is another, more innovative way to approach DEIB programmes, that take them beyond tickbox exercises and create a truly inclusive world for their employees.&nbsp; Yasmine is a multi-award winning learning professional, recognised for being a Culture Pioneer of Learning, a Top 100 Future Leader, and most recently, the LPI Learning Professional of the Year.&nbsp; She has a wealth of experience driving learning campaigns across global organisations, and also within Media Zoo to create meaningful change. Yasmine regularly gives talks on panels and podcasts on the big DEIB topics of the day and champions strategies to ensure DEIB is more than just a tick box exercise.

Taking DEIB beyond a tick box exercise

The Financial Conduct Authority has introduced a new 12th principle that is designed to put the consumer at the forefront of the consumer financial services industry. It’s a watershed moment in terms of customers getting what they want from financial services. The Consumer Duty rules start on July 31, 2023. It's vital for financial institutions to be prepared.Our Consumer Duty digital learning &amp; communication experiences built by our learning consultants can get your teams ready for the new FCA principles that put the consumer back in focus. Providing awareness and clarity to help facilitate the good outcomes needed to comply with the new regulations.<a target="_blank" rel="noopener noreferrer nofollow" href="https://mediazoo-assets.s3.eu-west-2.amazonaws.com/mz-website-cms/Media_Zoo_Consumer_Duty_Guide_2023_ac1d8a9bd5.pdf?updated_at=2023-03-09T15:18:21.616Z">Click here for our Consumer Duty guide to find out more.</a>

Are you ready for Consumer Duty?

BGF-backed Media Zoo acquires Finer Vision as part of acquisitive growth plan.Finer Vision already works closely with Media Zoo and will integrate AR, VR and web3 comms expertise to Media Zoo’s offering.Media Zoo is targeting further acquisitions in the specialist digital learning sector.Mark Killick, Founder and Co-CEO of Media Zoo: “This is a game-changer for Media Zoo. We are thrilled to be joining forces with Finer Vision - the business ticked every box in terms of what we were looking for.”London, 24 November 2022 Media Zoo, one of the UK’s most successful creative agencies, can share that it has acquired Finer Vision, a leading digital agency.The acquisition quickly follows the April 2022 investment from growth capital investors BGF, and represents the firing of the starting gun of an acquisitive expansion strategy that will complement the business’ organic growth plan.The acquisition of Finer Vision adds experiential events, virtual reality, augmented reality and web3 expertise to Media Zoo’s existing offering of film, learning and creative communications which supports major international businesses like Santander and Lego.Media Zoo has been working closely with Finer Vision over the past year to offer an expanded suite of creative, digital and learning services to clients, so the two companies know each other extremely well.Media Zoo has a stated target of doubling in size over the next three years, while expanding internationally into regions such as North America and the Middle East.Finer Vision has an impressive client roster, working with Blue Chip companies in the Consumer, Pharma, and Financial sectors. Finer Vision has a close relationship with tech giant Meta, and recently returned from San Jose, California, having delivered a successful experiential stand at the Open Computer Project (OCP).Its strong management team, excellent financial performance record, and deployment of cutting-edge technology will create significant growth opportunities for the future.Rachel Pendered adds: “Finer Vision’s market-leading digital offering, brilliant management team, and strong financial performance fits perfectly into our future vision for Media Zoo.”Sean Cowden, Director at Finer Vision says: “We can’t wait for what the future holds in partnership with Media Zoo. Having worked with their teams for a while now, we know we’ll fit seamlessly into how they operate, without changing the way we work with our existing clients.”Acquisitive GrowthMedia Zoo says that it has ambitions to make additional acquisitions in the short to medium term, with targets including digital learning specialists to complement Media Zoo’s learning division. Rachel Pendered continues: “We don’t want to stop here, however. This is just the next step in our growth plan.” “We’re actively on the lookout for more companies, led by inspiring people, that do things that we don’t already do - we are especially interested in companies with an ‘attract, train, deploy model’ and both learning and digital businesses here and in the US.” For more information, interviews and stills please contact:Alex Williams <a target="_blank" rel="noopener noreferrer nofollow" href="mailto:alex.williams@mediazoo.tv">alex.williams@mediazoo.tv</a> 07793 207325Catherine Anderson <a target="_blank" rel="noopener noreferrer nofollow" href="mailto:catherine@mediazoo.tv">catherine@mediazoo.tv </a>07701 067546

Media Zoo acquires digital agency Finer Vision

What phenomenal News! September was a month to celebrate at The Zoo as the prestigious LPI gave Media Zoo full industry accreditation. Why does that mean so much to us? <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.thelpi.org/">The Learning and Performance Institute </a>is the learning industry's most recognised organisation have been championing learning in the workplace since 1995. Since then they have grown into a global organisation, have members across the world and have seen many revolutions take place in the work space. As an organisation that promotes diversity, inclusion and fair treatment of people in the working environment we were of course thrilled to be handed such an accolade and it's great to see the quality of work being produced at The Zoo being recognised by such asn esteemed awarding body. In fact we were so excited we decided to make a film about it at the recent Learning Live!

The Zoo awarded learning industry accreditation

Here at Media Zoo, purpose is at the heart of everything we do. We’re driven by a desire to use our creativity as a force for good. Jessica Huie MBE is the epitome of this and so, it was such a delight to host an evening of celebration for the release of the newest chapters of her book, ‘Purpose’.Transforming our Chelsea offices into an event space filled with food, drinks and live music was an exciting challenge. Our goal was to encapsulate the relaxed, joyful Jamaican culture of Jessica’s origin and current residence. We were lucky to have the phenomenal YolanDa Brown, a jazz saxophonist with gigs such as The Last Night of the Proms and BBC’s Jools Holland’s Annual Hootenanny under her belt, to perform a set of classic reggae tunes with her band. It was the perfect way to kick off the event and set the mood perfectly.Along with hosting 60 guests, we also filmed the entire evening. This included a roaming camera plus two stabilised cams to capture the main event, a fireside chat between Jessica and our MD Rachel. Thanks to our in house production team, we produced two spectacular films, a social mood feature and a Ted Talk style film. It was a real benefit having such a brilliant crew at our fingertips!The evening was a huge success. We had fab feedback from our clients, guests, YolanDa and most importantly Jessica. I’m proud we pulled off such a wonderful event and, with all the fun we had along the way, I am looking forward to more opportunities to transform our workplace into a culture space in 2022.

Purpose: the book launch party

The world of animation has gone through many changes since the formative days of Gertie the Dinosaur. It has evolved and progressed, with the master animators inventing their craft as they went.The 1930s brought the moving work of art that was Snow White and the Seven Dwarfs that set an aesthetic marker of true genius. Fast forward a few decades to Luxor Junior which introduced us to memorable characters like Woody, Buzz Lightyear, and Remy.The number of dimensions may have gone up and the technology transformed. However, the core principles by which an animation lives or dies can be traced back through the years, and have remained the same: A strong concept, a compelling narrative, and excellent execution. It holds true for a simple flip book or AAA blockbuster. Ok, the flip book might be pushing it, but you get the idea!These are what drive Media Zoo's approach to all its animated projects, whatever the brief. A strong, creative idea, is added to a compelling narrative that is wrapped up and presented to the highest level.We also love the work we do. That also helps! We asked the Zoo Crew animation team - what is it about animation that captivates them? 'One particular piece of animation that stays lodged in my brain is Tex Avery's 'Who Killed Who?' - MGM, 1943. It was one of the scariest/ funniest/ most surreal experiences my preschool brain had encountered. Everything about it showcased the magic of animation, demonstrating why it's such a creative, versatile storytelling medium.' Andrew'I grew up watching Disney TV series every Sunday morning and it was a really cozy moment that I still remember. All animation has been happy memories in my life, and that made me want to be an animator!' Yeonny'I remember watching an animation when I was younger about a little paper boat, thinking how beautiful it was, and then realising that I wanted to be an animator.' Louise'What inspired me to pursue animation was growing up watching flash cartoons on the internet from a young age. The anarchic, amateurish drawing styles and often crude subject matter really appealed to me as a young teenager who liked to doodle on the desk at school. Animation just seemed to me like the most exciting, expressive, and creator-driven art form there was.' Jay

The wonderful world of animation

Our internship scheme began here at Media Zoo in January 2019 and has since proved to be a roaring success with many of our interns going on to become full time members of the Zoo Crew. We asked some of our former interns about their experience of the Media Zoo Intern Academy. Here’s what they had to say…How did you become part of The Zoo Crew?Yani: Going into my placement year, I got the incredible opportunity to start my career at Media Zoo as an intern, working for the Learning Film team. Moreover, after six months, I got promoted to a Production Assistant role. After graduating from University, I came back to Media Zoo working as a Preditor (Film Producer and Editor).Jenny: Whilst being at school, I did an internship in a company’s communication department that worked with Media Zoo as their PR agency. However, it was only until I started at University that I found out about the internship scheme on LinkedIn. Having recognised the name and heard many good reviews about MZ, I decided to apply. I am pleased to say I am now a Junior Account Executive!What have you learned while you have been with us?Felix (A former Learning Intern turned full time Digital Designer): I think that internship has shown me that you can make mistakes even if you are a senior and you can make “magic” even if you are a junior. There is no limit to what we can achieve as long as we have the will and determination.Jenny: First of all, I have learned a lot of basic skills that are super valuable for my future PR career; from writing press releases, copywriting, creating social media content and sell-ins. Most importantly I have become a lot more confident in talking to clients having been trusted with a lot of responsibility from the start.How well did your internship prepare you for your current role?Felix: Through the internship, I understand the pace of working in MZ and am able to adjust myself to the team. It helped me gain confidence in myself and my work so that I will be able to lead a project eventually. I am also able to find my strength and identify my weaknesses, which I am able to utilise and adapt in my current role.How did MZ support you on your internship journey?Jenny: Since my first day as a PR intern, I felt part of the PR team as well as the wider MZ team which meant that I had a lot of people giving me guidance and answering all of my questions, no matter how silly they might have been. Working in a team full of talented and inspiring individuals has not only helped me on a daily basis to feel enthusiastic about my work but made me appreciate my own strengths that add value to the team.What is the most valuable lesson you have learned as an intern?Jenny: Having a “can do” attitude to (almost) every task I was given was the best way for me to learn, challenge myself and develop my skills further whilst also showing me when and how to ask for help. You are not expected to know everything from the start but the courage and determination you show towards a project means that you build up confidence in your own abilities.Yani: Working in a fast-paced company, I had to adapt to a new workflow.The most valuable lesson I’ve learned is that effective communication is crucial for completing a project. Reporting problems and concerns help solve future issues and keeps everyone on track.What advice would you give to other people considering an internship?Felix: Internship is a great starting point to a lot of things. You can learn about the industry if it is something new to you, learn about the company to decide whether it is a place/the right place for your career, learn about the related job roles to see if it is what you wanted for life, especially for those who have or about to graduate from universities. It is a door to even more opportunities.

Intern to employee: success stories of the MZ intern academy

Using our creativity as a force for goodPublicity still from the film ‘Don’t Look Up!’Gandhi said something like ‘If you want to change the world for the better, start with yourself.’ But in the Film Team at Media Zoo, we also know another way: if you want to change the world for the better, start with every film you make - no matter how small the subject or modest the budget.We take each and every film we make very seriously - which isn’t to say we lack a sense of humour or a lightness of touch. The subject may not be about trying to save the world from mass destruction - as in the recent feature film ‘Don’t Look Up!’ - but many of our films are about making the world a better place in relatively small ways. This may have to do with a PR campaign, a training or wellbeing programme, a more sustainable way of working or some kind of innovation in a company’s services or products…Are you asleep yet? Well, the trick is to keep you awake - in fact, to surprise and excite you regarding a subject you didn’t know about or thought you knew about but didn’t think was important.Here’s a good example. Have you ever heard of economic abuse? I don’t mean how many of us feel about what we we’re paid - or not paid - by the organisation that employs us. I mean something that happens to many women who are suffering domestic abuse. It’s often part of that abuse and a form of coercive control: abusers restrict, exploit and sabotage their partner’s access to money and other resources, such as food, transport and housing.We made a short film for a charity that was running a campaign to raise awareness of economic abuse and change the law to make it a recognised form of domestic abuse.The film is distressing, uncomfortable to watch and packs an emotional punch way above its weight - as you can judge for yourself…‘Drowning’ was also highly effective - the Act of Parliament recognising economic abuse as domestic abuse came into law on April 21 2021 and has the potential to improve the situations of both victims and survivors.In some ways, it’s easier to tell an engaging story about trying to save the planet from destruction by an asteroid, because it’s such a big, dramatic subject - the audience doesn’t need too much encouragement to want to know what happens.But there’s another kind of film-making, one that tells engaging stories about small things - the things ordinary people do everyday at home, in offices and workplaces all round the world. And it’s there, in those often unremarkable circumstances, that the world can be changed for the better - and, in the example of ‘Drowning’, that the law can be changed for the better too.By using our creative production skills to bring those everyday activities and processes to life and inspiring audiences to improve them, we think we’re making as much difference in the world as the producers of ‘Don’t Look Up!’

Using our creativity as a force for good

We’re a unique bunch of animals at Media Zoo: learning designers, developers and filmmakers - but most importantly of all, we’re storytellers. For us, storytelling is that not-so-secret ingredient, the magic sauce, that captivates learners, elevates learning and ultimately helps our clients to achieve their wildest hopes and dreams.But how on earth does it work and what is it about storytelling that makes it absolute magic for learning?Unless you’ve been living under a rock for the last decade, you’ve probably heard all the hype around storytelling in business. Unlike so many other fads however, storytelling isn’t one of those fleeting phenomena - it’s here to stay and there's a good reason for it: it’s quite literally in our DNA. Yep, you heard right - as humans, we are hardwired to listen and tell stories. For thousands of years, our ancestors have used storytelling as a powerful vehicle for sharing life-saving information and there’s no sign of it abating any time soon. As a species, we are hungry for stories, and while we no longer sit around the campfire as often as we’d like, we continue to consume and share stories every day, often at the push of a button.This innate pull towards storytelling makes sense given its immense power and influence. There’s a huge body of research out there with some pretty impressive facts (for example, did you know that 65% of our daily conversations involve some form of storytelling?), but for now, let’s focus on its ability to help us learn.We can probably all recall the fairytales, fables, or folklore we heard as young children, all of which helped to communicate big life lessons and shape our values, attitudes, and sense of self. It’s for this reason that Aleks Krotoski calls stories, “memory aids, instruction manuals, and moral compass.” The same is true of the stories we continue to hear as adults today - they are vital for helping us to learn from others’ experiences. But what exactly happens in the brain when we hear stories and why does this help us to learn?To answer that question, it’s first worth noting that our brains absolutely love stories and we experience 5x more neural activity than when we listen to facts alone. An important part of that activity is that it connects our right and left brains, which helps us to process information and create meaning. It’s this that makes stories so appealing (and necessary) as a learner - they build our understanding and help us to make sense of abstract or complex information.Stories also activate parts of the brain that allow us to turn the story into our own ideas and experience, opening up a whole new way of thinking. This is really powerful given that we’re far more open to the ideas that we discover for ourselves than the ideas that are forced upon us. As a learner then, stories are a brilliant way to challenge our existing thinking and invite a fresh approach.Our brains also respond especially well to stories that use a narrative arc structure, with plenty of conflict and tension. That’s because different neurochemicals are released at different stages of the story, all of which evoke different reactions in the listener. Tension and conflict specifically help to release cortisol or the stress hormone which you’re probably familiar with from fight, flight, or freeze situations. The cortisol that’s released when hearing a story helps to grip your attention and keep you on the edge of your seat. As a learner, this keeps you motivated and engaged to find out what happens - after all, it’s near impossible to walk away from a well-told story only half-told!When we follow the emotionally-charged events of a story through to the end, our brain also rewards us with a big dose of dopamine, the pleasure chemical. This leads to better focus, motivation, and memory. Enhancing our memory is one of the biggest benefits of storytelling for learners and according to psychologist Jerome Bruner, we can remember facts 22x more when shared as part of a story! Not bad at all.Of course, a key reason why stories are so memorable is that they tap into our emotions. In fact, hero-driven stories are known to be particularly potent in stirring our emotions, as neurons in our brain help us to mirror the exact emotions experienced by the hero of the story - we literally can’t help but put ourselves in their shoes (which explains why I regularly leave the cinema in tears!). And why does that matter for learning? Well, as the wonderful Maya Angelou said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Incorporating storytelling into learning is one of the best ways to ensure your learners leave with those all-important takeaways.So if you’re thinking about how to ramp up the effectiveness of your own learning, why not inject a story or two and discover its power firsthand? As for me, I’m off to find the next great story to sprinkle some learning magic!Want to find out more or discover how we can elevate your learning experience? Get in touch today and send us a message using our 'Reach Out' form: <a target="_parent" rel="noopener noreferrer nofollow" href="https://mediazoo.tv/#contact">Reach Out</a>

The power of storytelling in learning

Media Zoo has sold a minority stake in its business to BGF.It comes as Media Zoo announces it has substantially increased its turnover over the last twelve months, returning to its traditional fast growth model, and raised its headcount to over 180 media professionals.Rachel Pendered, managing director, says: “This investment is key the business moving to the next level. Our clients are demanding a new way of working when it comes to digital learning, rapid content creation and access to world class creative output. This funding means we will be able to roll out our Zoo+ proposition as a creative and digital disrupter with a different way of doing things”.The substantial investment will enable Media Zoo to expand further both nationally and internationally and double in size over the next three years as well as launch Zoo+, its creative partnership outsourcing solution.Mark Killick, creative director of Media Zoo, adds: “This investment is the start of a new chapter for Media Zoo and the whole company is looking forward to the exciting opportunities it offers. We know our content creation is second to none and with BGF as our partner, we can take our content engine to the world”.

Media Zoo takes investment from BGF

Sometimes you need a precise plan ... and sometimes you need to throw paint at the wall and see what sticks!At Media Zoo, we believe in creating spaces for serendipity, spontaneity, and play, spaces where there is some curated chaos helping new ideas be born, and spaces like our Art Jam sessions.These are a chance for all the different Zoo creators to come together and have fun learning painting skills, developing their inner artist, and embracing creative risks. It’s a no-judgment zone where you can work on master experiments (rather than masterpieces)!The sessions are hosted by two people:Artist-in-residence, LJ (or Lyndsey-Jayne) is one of our Senior Project Managers but is also a phenomenal painter and creative spirit who fills her own life and others with extraordinary creatures and visions that are out of this world. (Well worth a quick visit to Instagram @lucid_curiosity or snoop in LJ’s meet background). 'Jam-Master' John, is one of our Senior Learning Consultants who have a passion for taking inspiration from the arts to add emotional depth to learning. John has run a series of Jams in the Zoo on various topics including Story, Games, and Poetry, which have all pushed the boundaries of the craft in search of the new.&nbsp;When asked why he was passionate about the idea, John said “The talent in the Zoo is phenomenal - you can almost see it fizzing in the air! Somewhat selfishly - I was just really curious to see what would happen when we get a load of us together doing creativity with no agenda - to see what magic will happen! Can’t wait for the next one!”

Art jam

It goes without saying that content and copy are vital cogs in the machine of learning design. At the most basic level, it’s essential to ensure that the content you present is grammatically correct, logically flowing, and engaging to readers. That’s also something that tools like Grammarly, or even a basic Spelling and Grammar check, do.What these tools can’t do, however, is add the nuance and personalisation that elevates even the most factual of content. There are a myriad of different tips and tricks out there to enhance copywriting skills - but I’ve selected two that, for me, really make all the difference when writing for learning specifically. Great research skills. For written content to be credible and accurate, the writer needs to have the ability to convey the information accurately and clearly. This involves having strong research skills. Research skills are particularly beneficial for: Getting a good sense of the tone or preferred language your client uses on their website and other publications. This is the best way to hone in on what they want - and is often a much more reliable way to marry your writing to what they say they want in tone. Really knowing your audience is also a key factor in good copywriting.Getting to grips with any technical, or very specific content you're working with. When you’re not 100% sure what you’re writing about, very subtle word choices or emphasis can make that obvious. (There’s a reason why your English teacher used to say “write what you know”.) Doing thorough research and ensuring you understand the reference content is vital.Simplicity is Key The best copy for learning is clear, precise, and plainly stated. There is often a temptation to add flourish to embellish what you’re writing about and make it more engaging. However, this can often detract from the key objective of the copy: to inform.When it comes to copywriting for learning, the aim is to make the learner’s job as simple and seamless as possible - not to craft beautiful and long-winded prose. Too many words in long winding sentences can be confusing and hide the key message or point you are trying to get across.The shorter and snappier the content the better. The art of summarising and providing only the most necessary salient points is also key. The point is to convey information that is vital for allowing the learner to meet the objectives and outcomes of the piece of learning only - not provide an in-depth thesis on the topic.Top tips: Sentences should be short and concise. Keep language simple and to the point. Less is more: only include truly relevant information. Avoid unnecessary jargon or technical language wherever possible. Using copy to elevate and enhance learning projects and bring learning to life is something that is at the heart of the Media Zoo ethos. Our Learning Consultants and Copywriters are on hand throughout the whole process to ensure that we can help our clients to take their content to the next level and elevate learning projects with our creative touch.

News.

Media Zoo acquires digital agency Finer Vision

Taking DEIB beyond a tick box exercise

Are you ready for Consumer Duty?

Media Zoo acquires digital agency Finer Vision

The Zoo awarded learning industry accreditation

Purpose: the book launch party

The wonderful world of animation

Intern to employee: success stories of the MZ intern academy

Using our creativity as a force for good

The power of storytelling in learning

Media Zoo takes investment from BGF

Art jam

Effective copywriting

Social.

Use of Cookies on This Site