Not All Triggers Are 🚩 Red Flags—Some Are Green Lights! 🟢

Edition #12 Internal Campaign Design Pillar 7

Welcome to Edition #012 of People Please! My goal with this newsletter is to help 100,000 professionals shift from "people pleasers" to culture-builders. This edition is a milestone in that journey. It marks a moment of reflection—and clarity.

Over the past 14 weeks, I’ve had the space to gather my thoughts, map out the 7 Pillars of Internal Campaign Design, and weave in insights from both my work in Africa and the themes I regularly explore in many of my training programs—like Inclusion, Culture Change Management, Leadership Trainings and POSH (Prevention of Sexual Harassment).

In this issue, I’m excited to share the final pillar of Effective Internal Campaign Design. It’s one that often gets overlooked—but can make or break your internal communication efforts. So let’s get into it. Let’s go deep. Let’s finish strong. 💥

How Defining Moments Spark Change—In Society and in the Workplace

In movements big and small—across history and across cubicles—change rarely comes from a quiet whisper. It comes from a roar. Sometimes it’s the spark of a protest, the stand of a single individual, or the downfall of a powerful figure. These moments don’t just make headlines—they make history. And they teach us something crucial: not all triggers are red flags; some are green lights—signalling the start of something transformative.

The Trigger Point Effect

Many of the world’s most powerful social movements didn’t start big. They simmered quietly until a defining moment triggered mass attention and irreversible momentum. Let’s look at some of these green-light moments in history:

Martin Luther’s 95 Theses → The Reformation

Back in 1517, a man named Martin Luther—who was a monk in Germany—did something small that had a huge impact. He wrote down 95 things he thought were wrong with the way the Catholic Church was working, especially how it asked people to pay money to be forgiven for their sins. Then he nailed that list to the door of a church where everyone could see it.

It might seem like just one man speaking up—but that act sparked a massive movement called the Reformation. It challenged the Church’s power and completely changed how people practiced Christianity. Luther’s action showed that standing up to a powerful system, even alone, can start a wave of change that affects millions.

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The Execution of Charles I → Monarchy on Trial

In 1649, something happened in England that shocked the world—King Charles I was put on trial and executed by his own people. This had never happened before. Until then, kings were seen as untouchable, almost like they had a divine right to rule forever.

But this moment sent a powerful message: even the most powerful leaders can be held responsible for their actions. It changed how people thought about justice, leadership, and law—and helped shape the idea that governments should be accountable to the people, not the other way around.

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Rosa Parks Refusing Her Seat → Civil Rights in Motion

In 1955, in a city called Montgomery in the U.S., buses had a rule: Black people had to give up their seats if a white person wanted to sit. One day, Rosa Parks, a Black woman, quietly said “no” and stayed in her seat.

It might sound like a small act—but it became a huge moment. Her courage led to a year-long protest where thousands of people refused to take the bus. That protest helped launch the Civil Rights Movement, and it brought a young leader named Dr. Martin Luther King Jr. into the spotlight.

Rosa’s one decision showed the world how a peaceful act of resistance can create massive change.

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Harvey Weinstein’s Fall → The #MeToo Revolution

Jump to 2017. A powerful Hollywood producer named Harvey Weinstein was accused by many women of sexual harassment and assault. When their stories became public, it didn’t just bring down one man—it opened the floodgates.

Suddenly, people all over the world—across different jobs, countries, and backgrounds—started sharing their own experiences with harassment. This wave became the #MeToo movement.

Companies had to take a hard look at their workplace culture. New policies were made. And for the first time, many people realized that harassment wasn’t just happening “somewhere else”—it was happening everywhere. The silence had been broken, and the world began to listen.

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"There are decades where nothing happens; and there are weeks where decades happen." — Vladimir Lenin

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The Workplace Lesson: Triggers That Spark Culture Shifts

If you’ve ever rolled out a workplace campaign that fizzled after a few emails, this section is for you.

Most workplace culture initiatives fail not because they’re irrelevant, but because they lack urgency. They are rolled out like internal memos, not movements. There’s no spark, no storytelling, no moment that compels people to act.

But here’s what the history books (and successful campaigns) tell us: Change needs a trigger.

How to spark change in your organisation:

• Anchor initiatives to real moments: Don’t let a crisis go to waste. After a workplace incident, acknowledge it openly. Use it to reinforce a Zero Tolerance policy or introduce training that reflects the reality employees are living.

• Leverage awareness days: Instead of checking the box on Women’s Day or Pride Month, launch with impact. Host a compelling town hall. Bring in speakers with lived experiences. Roll out bold internal campaigns that last longer than a week.

• Use leadership voice as ignition: People follow people—not policies. When a senior leader publicly backs a cause, it sends a signal that this isn’t optional. It’s important.

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✈️ Be.artsy Case Study: Air India’s #ZeroHarassment Campaign

A compelling example of this principle in action comes from Air India.

In 2019, after a series of harassment cases, the airline found itself at a crossroads. Instead of a quiet compliance training rollout, they embraced urgency. Partnering with Be.artsy, they launched a widespread training program across the organisation, targeting employees and Internal Complaints Committee (ICC) members.

What set this initiative apart was not just the training—it was the tone from the top.

"We do not take any sexual harassment case lightly. We treat every case seriously. That is why I am personally attending this ICC training program conducted by Be.artsy. I believe this is not just any subject—it is a cause close to my heart."
— Ashwani Lohani, Chairman, Air India

This public endorsement created a shift. It sent a message that harassment wasn't just a legal risk—it was a leadership priority. Employees took notice. Engagement rose. Conversations started. For a brief moment, Air India became a model of what it looks like when policy meets passion.

💔 And Then, Leadership Changed……

The momentum stalled. With Air India preparing for a merger with Tata, the key leaders exiting, the urgency faded—and so did the visibility of the initiative.

The passion wasn’t passed on. This is a sobering reminder for every organisation:

Charisma can start a movement, but systems sustain it.

Real culture change isn’t built on personalities. It’s built into policies, linked to performance, and reinforced through rhythm and routine.

If your mission depends on one person, it's vulnerable. But if it’s embedded into how you work every day, it lasts.

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Culture Needs Consistent Upward Graphs, Not One-Off Spikes

Think of organisational change like a graph. Most companies have short bursts of energy—events, campaigns, or announcements that spike engagement. But if those spikes aren’t followed by systems, they vanish.

A better approach? A slow but consistent upward trend:

• Clear reporting channels.

• Transparent handling of cases.

• Regular, not reactive, training.

• Leadership that evolves—but policies that endure.

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Start with a Spark—But Build for the Long Game

Not all triggers are signs of danger. Some are green lights for growth, accountability, and truth. They tell us it’s time to pause, reflect, and rebuild.

Whether it’s a societal revolution or a workplace shift, the principle remains the same:

People don’t change because they’re told to. They change because something makes them feel they must.

So the next time you're planning a culture initiative, don’t just ask, “What do we need to say?” Ask: “What moment will make them care?” And then, how will we keep caring—long after the moment has passed?

If you want to change culture, don’t start with communication. Start with a moment people won’t forget—and a plan they’ll live every day.

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Best | Shikha Mittal | Founder, Be.artsy

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Why Trust Me?

Over the past 15 years, I’ve collaborated with 450+ organisations across 42 industries, designing and delivering learning and developing programs impacting over 500,000 professionals through my enterprise, Be.artsy. which I founded in 2010 in Delhi, India.

From small beginnings to global impact, Be.artsy has led the way in using learning programs to drive revenue. We're not just in the business of training—we’re in the business of Trainings with ROI! Today, we go beyond learning to deliver measurable impact through our kickstarter and learning journey programs. Reach out to us at adarsh@be-artsy.com | agharsh@be-artsy.com