the solution
Mindboost’s approach is rooted in creating “learning with feeling.” We design emotionally engaging content to spark interest, enhance memory, and influence behaviour. For this project, that meant using real voices, relatable imagery, and bespoke examples that reflect the realities of BaxterStorey’s people.
real voices for real impact
Without emotion in training, learners may “see” the content but not feel its relevance, so they can mentally check out. Emotionally compelling stories, especially those rooted in lived experience, help information stick. A story about someone facing bias, for instance, will be remembered far longer than a list of definitions.
To that end, BaxterStorey’s digital modules feature authentic stories from within the organisation. These narratives bring abstract concepts to life, encourage empathy, and foster a sense of authenticity. Quotes and photos from team members further personalise the learning, reinforcing that inclusion isn’t just an idea, it’s a lived experience.
creating personal meaning
In a world full of information, people remember what feels personally meaningful. That’s why we used emotion in the wording, imagery, and videos to help learners connect abstract concepts to their own experiences. For this project, our goal was to evoke positive emotions, such as joy and empathy, rather than fear or anxiety. While fear can sometimes drive behaviour change, positive emotions are more effective at helping people relate to others’ experiences, deepening understanding and shifting attitudes. This approach aligns with BaxterStorey’s mission: they want people to take action because it feels right, not just because it’s required by law or company policy.
motivated to change
According to the COM-B model (Capability, Opportunity, Motivation – Behaviour), motivation is a key driver of behaviour. And emotion is at the heart of intrinsic motivation, especially when learners feel inspired, moved or personally responsible.
To activate this, Mindboost designed activities that encourage reflection and autonomy. We used open-ended questions, subtle animations, and space for contemplation to build curiosity and prompt learners to think about their own experiences. Rather than prescribing what to believe or say, we created a space for discovery, inviting people to explore inclusion in a way that feels authentic to them.
the impact
The result is a powerful suite of digital DE&I modules that speak to learners on a deeper level. Emotion acts as the bridge between knowledge and action, transforming passive participation into active engagement. This emotional connection is helping BaxterStorey move beyond compliance, toward real and lasting cultural change.
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