Learning campaigns
Smart, strategic, and they actually moves the needle.
A learning campaign is a structured, time-bound series of training touchpoints designed to build capability, shift behaviour, or reinforce key messages across a target audience. It’s like a marketing campaign—but for brains, not brands—nudging learners toward lasting skill uptake, not just ticking training boxes.
What is a Learning Campaign?
Definition:
A learning campaign is a structured, time-bound series of training touchpoints designed to build capability, shift behaviour, or reinforce key messages across a target audience. It’s like a marketing campaign—but for brains, not brands—nudging learners toward lasting skill uptake, not just ticking training boxes.
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Why reinforced exposure works (through the lens of advertising theory):
Just like in advertising, where repetition cements brand recall, reinforced exposure in learning taps into the Mere Exposure Effect—the more often we see something, the more likely we are to remember (and trust) it. Combine that with Ebbinghaus’ Forgetting Curve, which shows we forget fast without repetition, and voilà: strategically spaced learning becomes a memory supercharger. When done right, it doesn’t just remind—it rewires.
Why we’re all-in on learning campaigns:
They do what good learning should — stick in minds, shift behaviour, and help people remember what matters and act on it. It’s smart, strategic, and it actually moves the needle.
The Science Behind Why Learning Campaigns Work
Learning campaigns are effective because they align with key principles from cognitive science, behavioral psychology, and adult learning theory. At their core, learning campaigns use spaced repetition, reinforcement, and varied engagement methods to increase retention and behavior change. According to cognitive load theory, breaking information into manageable chunks helps prevent overload, which campaigns naturally do by spreading content over time. Spaced learning, a well-researched cognitive strategy, helps encode information into long-term memory by revisiting key ideas at strategic intervals.
Behaviorally, campaigns use nudges and cues—like emails, reminders, or interactive content—to prompt action and reflection, which supports habit formation. This aligns with the concept of operant conditioning, where repeated, reinforced behavior becomes habitual over time. Campaigns also leverage principles of adult learning (andragogy), recognising that adults learn best when content is relevant, problem-centered, and self-directed.
Additionally, learning campaigns often use storytelling, visuals, and social interaction to deepen engagement and appeal to diverse learning styles. When designed well, they create ongoing motivation, foster community, and promote incremental change—far more effective than one-off trainings. Altogether, the combination of repetition, reinforcement, and relevance makes learning campaigns a powerful tool for driving lasting learning outcomes.
Reinforced exposure works
Multiple touch points
Learning campaigns are key
Learning campaigns
Let us create a Learning Campaign for your your organisation. We have team members available in Melbourne, Sydney, Canberra, Adelaide, Perth and Brisbane. We also work virtually and flexibly across all regions.
Call 1300 162 393 or make an online enquiry.
How we'd apply a learning campaign
(aka: Your Brain’s New Favourite Habit)
1. Financial Institutions — Risk Awareness Month
What’s the play?
In an industry where trust is currency, risk awareness can’t be a once-a-year inbox dump. We’d roll out a month-long campaign built around bite-sized nudges—think micro-learns, digital posters, real-world scenarios, and compliance-friendly quizzes that don’t feel like punishment.
Why it works:
Using advertising theory’s Mere Exposure Effect, we’ll keep risk front-of-mind and top-of-inbox. Smart reinforcement + spaced repetition = stronger recall and lower risk exposure.
Campaign theme: “Spot it. Stop it. Share it.”
Quick wins. Case studies. Decision-making challenges that help teams recognise red flags before they become headlines.
2. High-Risk Environments — WHS Framework Rollout
What’s the play?
In a world where safety is everything, a single safety briefing won’t cut it. We’ll create a layered learning campaign that builds familiarity and action—across all roles, shifts, and worksites. Toolbox talks, job aids, digital signage, and ‘what would you do?’ videos will create sticky learning that hits home.
Why it works:
Spacing content across weeks (not hours) helps embed safe habits into muscle memory. And when people see themselves in the scenario, they remember what to do.
Campaign theme: “Think Fast. Act Safe.”
Grounded in real risks, delivered in real time, with reinforcement baked into the rhythm of the workday.
3. Community Sector — Health Diagnosis Awareness
What’s the play?
Diagnoses are complex. But learning about them shouldn’t be. We’ll design a campaign that builds confidence in recognising early signs, supporting clients, and navigating tough convos—layered across short videos, digital cards, printable resources, and scenario-based learning.
Why it works:
Spaced learning builds confidence, not overwhelm. We’ll use relatable stories, lived experience, and empathetic design to shift knowledge into meaningful action.
Campaign theme: “Know the Signs. Change the Story.”
Campaign elements will be trauma-informed, culturally responsive, and grounded in real community needs.
WORD ON THE STREET
CASE
STUDIES
Case Study: Community Housing (CHIA Vic)
Case Study: MLC Life Insurance
Case Study: YDAN
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