BT is an organisation of over 100,000 employees covering over 50 regions internationally. For a company as diverse as this, it is often hard to communicate what the brand means to all these different people. Our film was produced to remind everyone in the organisation that what they do matters. We used the device of a guide – an experienced, world-wise figure – who has observed BT down the years and seen the amazing things that BT has been a responsible for. More than just a historic document, this film is about where BT’s place in the world is now and where they are going in the future. The film uses archive material, cleverly worked into an imaginary gallery of BT’s world where our presenter walks through and sees the work that BT has been involved in, and the people who have made all these things happen.
No Reason tells the story of an ordinary, capable manager who is put in an impossible position by the way his boss treats him [I thought this only happened to weak people]. We hear in documentary-drama style the thoughts of the three main protagonists as the events unfold.
The video was launched at an event for many of the top managers in BT and then rolled out more widely across the organisation. As well as sending a clear message to those people who were behaving inappropriately, it needed to give victims of bullying, as well as those who witnessed it, the confidence to come forward. It also prompted widespread debate and encourage discussion about the difference between bullying and strong management style.
The honesty of the film has met with a very positive response within BT. It has enabled a difficult and challenging subject to be discussed openly. Together with the wider “Let’s Cut it Out” anti-bullying programme, the video has helped people across BT understand that bullying behaviour, in any form, will not be tolerated.
Part of our ‘Is It OK?’ E-learning course for Openreach, this film aims to promote positive online behaviour within the company’s workforce.
This film was to launch BT Vision and give a simple how-to guide for internal audiences.