Media content, whether delivered on video, CD-ROM, DVD or via the web, is a powerful way of inspiring emotional commitment to a subject to reinforce the factual message.

This is particularly important in staff induction programmes, where the bare facts of life in an organisation can be undermined if they’re not presented in an atmosphere of energy, enthusiasm, pride and support.

For example, the North Sea Ferries induction programme contained interviews with staff at all levels, and the sheer pride of rank-and-file staff in the company they worked for was a joy to watch. Specially-commissioned music, a dramatic storyline showing the parallel journeys of a holidaying family and a working lorry driver, plus stunning cinematography of ships, made this a highly motivational vehicle.

Tony Coll has also produced staff induction videos for clients including Whitbread and Honda UK.