Facilitating two-way engagement through a live-streamed webinar series for the Australian Defence Force
Live-stream video
Strategic communication
Change management
Challenge
As the Military Personnel Division (MPD) introduced new policies, processes, and systems to an ADF workforce of 80,000 people, one-way communication wasn’t enough. Commanders needed practical knowledge. Workforce members had specific questions. And with personnel spread across the country, the Division needed an accessible, interactive channel that could reach as many people as possible and bring them into the conversation.
Approach
We designed and delivered a live-streamed webinar series built around genuine two-way engagement. Rather than senior leadership broadcasts, we facilitated conversations between the workforce and subject matter experts hosted by a professional MC and supported by a dedicated communication campaign to drive attendance.
Every speaker and panellist received a coaching session before going live, ensuring each presenter was well prepared and each webinar was clear, engaging and genuinely useful. Sessions were deliberately practical, with tips to uplift knowledge for both commanders and workforce members. Each webinar was recorded and published after the event to extend its reach to those who couldn’t attend live.
The series gave the workforce a genuine, accessible channel to engage with the subject matter experts, ask real questions, receive live answers and build the kind of trust that broadcast communication alone cannot create.
Impact
The webinar series consistently drew strong attendance, with 400 people dialling in to a single session and dozens of people accessing the webinars within the first 12 hours of it going live.
The series gave the ADF workforce a genuine, accessible channel to engage with the subject matter experts in the Division, ask real questions, receive live answers and build the kind of trust that broadcast communication alone cannot create.
By placing subject matter experts at the centre of the conversation, the series humanised the Division and demonstrated that MPD was genuinely invested in the knowledge and confidence of its people.
More of our work with MPD
Driving digital adoption through strategic change communication
As the Military Personnel Division (MPD) introduced new policies, processes, and systems to an ADF workforce of 80,000 people, one-way communication wasn’t enough.
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