Australia has one of the largest and most challenging border environments in the world, spanning coastlines, airports and seaports. ABF’s teams operate across all of these environments, with offices in every state and territory, and around the globe.
To effectively safeguard Australia’s national security, and prevent crimes such as international child exploitation, human servitude, illegal firearms importation and illicit drug smuggling, all ABF members must understand and implement the four behaviours identified in the internal Enforcement Doctrine.
To cement a shared enforcement mindset amongst all ABF members, we developed a strategic campaign to promote and popularise this Doctrine.
In 2018 – 2019, Being Consulting had the privilege to research and write the ABF Enforcement Doctrine – a document that essentially aims to change the culture of enforcement. In the process, our CEO and Chief Strategist interviewed a broad range of officers from different levels and parts of the organisation.
The Enforcement Doctrine is intended to guide all members of the ABF when performing their duties. For it to be truly effective and inform the mindset of all members, it should be promoted, discussed and referenced extensively.
To promote the Doctrine, we developed a comprehensive, integrated campaign of complementary components, designed to optimise levels of marketing, everyday reframing and cognitive behaviour change.
As the most conventional component of the campaign, the poster series is a familiar and comfortable medium in the organisation. Released on a weekly schedule, the six comic strip style posters are sequenced in interrelated panels of actual ABF scenarios.
All posters depict examples of the Doctrine being applied. Illustrations invite ABF members to identify elements of the Doctrine – thereby reinforcing desired enforcement behaviours.
Though messaging is clear at a glance, finer details encourage staff to look more closely at scenario settings, ranging from airport terminals, to baggage examination, to mail centres, to fishing ports. The series aims to stimulate discussion about the interpretation of these scenarios – “Did you get number 3?” “I put that as number 5.” “This guy looks like John!” – and strengthen the enforcement mindset.
Distributed to all ABF members between poster releases, the EDM series encourages staff to re-examine scenario illustrations – emphasising the enforcement behaviours through repeat exposure.
The Enforcement Doctrine video comprises purpose-filmed content, library footage, animated graphics and studio interviews. Talking heads feature ABF officers recalling real-life scenarios related to the enforcement behaviours, enabling staff to engage with the Doctrine in a different format.
The eight-minute video reiterates the four document behaviours through dynamic transitions, dialogue and situations – adapting the Doctrine into its script. Available for wide internal use as part of induction, onboarding and training, it also forms the basis for the e-Learning Module.
The Enforcement Doctrine e-Learning Module uses sophisticated educational methodology and gamification to reinforce and encourage practical application of behaviours. Launched at the end of the poster series, the Module provides incentives for a maximum number of officers to complete the course. Like the video, it can also be used during induction, onboarding and training.
The Enforcement Doctrine Workshop Guide is a useful tool for team leaders at all levels. The Guide sets out a simple process for achieving best results – providing key workshop questions and inputs. It also highlights behaviours that support the Doctrine, promotes similar initiatives, and supplies complementary PowerPoint and PDF materials for ease and efficiency.
In collaboration with ABF staff, Being Consulting also developed a detailed Doctrine Training Module, to be used on a variety of courses. The Module incorporates a number of ready materials – including a PowerPoint presentation and a printable handout – as well as an instructional Facilitator Guide.
This project is a perfect example of the benefits of our integrated, full-service offering. Consulting, graphic design, visual media, copywriting and web collaborated to deliver a remarkable, multi-faceted campaign that benefits not only the client, but all of Australia.
