You can't communicate your way to behaviour change.

Organisations invest heavily in new strategies, organisational change and culture programmes.

This investment only delivers if people actually respond.

It’s not enough to simply communicate for awareness and understanding. People need to feel the change, own it and act differently because of it.

I partner with organisations to design the human experience that fills this gap and makes change land.

Let’s talk

The methodology

How to Make It Land

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Part one: Land it

From diagnosis through to a creative, experience-led campaign – it takes people from first hearing about the change to understanding it, connecting with it and acting on it.

01

Know it

Awareness

02

Get it

Understanding

03

Feel it

Connection

04

Mean it

Intention

05

Do it

Behaviour

Focus: narrative framework, messaging architecture, activation campaign, leader enablement, engagement mechanics.

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Part two: Keep it moving

Most change loses momentum after the initial moment. Keep It Moving builds the rhythm and reinforcement that makes behaviour stick – until new ways of thinking and working become part of how the organisation operates.

Focus: communication rhythm, reinforcement tools, measurement signals.

Grounded in established behaviour change science:
COM-B framework (Michie et al.) and Kotter’s 8-Step Change Model.

Use cases

Culture & values activation New strategy direction AI & digital adoption Restructures New ways of working Transformation programmes Post-change embedding Leadership communication

In action

Activating a new 3-year, UK-wide strategy

Case Study

A new strategy had launched. People understood it in principle, but it wasn’t changing how they worked. The challenge was to drive increased connection, intention and behaviour change across the 6,000-person organisation.

The Strategy Winter Games

An immersive, activation campaign built around the energy of the Milano Cortina 2026 Winter Games.

Following a full diagnosis and audience sentiment analysis, Amber designed a 3-month, experience-led campaign that brought the strategy to life through winter sports themed challenges, events and storytelling – shifting behaviour through doing, not telling.

Almost 4,000 participants across events, challenges and peer-to-peer engagement.
Post-campaign data showed clear shifts in behaviour – increased readiness to act, simpler ways of working and a shared language used in day-to-day decision making.

Working together

Types of engagement

01

Project engagement

A fixed-scope engagement for a specific moment.From diagnosis through to campaign design, leadership activation, engagement mechanics and measurement.Available across three tiers depending on the complexity and scale.

02

Advisory retainer

Monthly strategic guidance following a project.
Check-ins, refinement of the communication system, input on new change moments and leadership communication support.Senior thinking available on a regular basis.

03

Ongoing partnership

A trusted senior advisory relationship built over time.For organisations navigating a sustained period of change — coming in for each significant moment with continuity and depth, without briefing from scratch.

Background

Allianz UK

Macquarie Bank

CGI

For the past decade, I’ve partnered with executive teams and senior leaders across the UK, Europe and Australia, helping organisations navigate change, transformation and complex business challenges.

I’ve worked on everything from strategy launches, operating model shifts and digital workplace rollouts to leadership engagement, AI readiness and organisational change.

I know what it looks like when change doesn’t land – the disengagement, the slow adoption, the gap between what leadership intended and what people actually understood. And I know what it takes to close it.

Allianz UK

Macquarie Bank

CGI

Get in touch

If something here resonates,
I'd love to chat.

ambercrisp@makeit-land.com LinkedIn

Looking for more general senior communications support/advisory? Visit ambercrisp.co.uk.