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Do Something Different, the new online behaviour change programme, has been shortlisted for the Google Outstanding Use of Technology in the Field of Diversity category of the European Diversity Awards 2012.

In this new category sponsored by Google, Do Something Different has been recognised for its innovative approach in encouraging diversity and inclusion in organisations.

The Do Something Different programme offers participants (Do-ers as they are called) an online diagnostic that measures people’s current behaviours. It then sends each person a series of Do’s, small tasks by text and/or email, designed to help them ease outside their personal comfort zone and try out new behaviours.

Psychology professors Ben Fletcher and Karen Pine, the founding partners behind Do Something Different, explain that while the programme can be applied to all kinds of behaviour change, it’s particularly well suited to diversity and inclusion.

Professor Pine says: “Bias and exclusion is often an unconscious act driven by people clinging to habits and being adverse to change. Do Something Different provides them with psychologically powerful activities that help them to identify habits and embrace new behaviour. In an organisation, that may be about encouraging them to engage with different colleagues, take a client’s perspective or include new people in work processes. Once they experience the benefit, diversity and inclusion will flourish.”

Do Something Different has been used by some large professional services companies in the UK and medical insurance companies in the Netherlands and is getting strong results. Professor Ben Fletcher explains: “Because we carry out online diagnostics at the start and end of the process, we can actually measure behaviour change at an individual level and a corporate level. The results have been really impressive.”

Ray Richards, Do Something Different’s commercial director, has a background in growing online businesses. He is driving the technological development of Do Something Different that this award recognises. He says: “The technology platform running the diagnostics and delivering individually tailored Do’s by text and email makes our programme scaleable to thousands upon thousands of people. We have a lot of interesting programmes in development in the UK, Europe and the US, covering clients from big professional services companies to youth justice boards.

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For more information:

Do Something Different:
+44 (0) 1273 781140

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