The video begins with a trio of logos. The Buddle logo appears at the top of the screen, with Supported by Sport England written in black and the Sport England and National Lottery Funded logos below. The name of the video, Values and Culture, is displayed in navy. Upbeat music begins and continues throughout the video. Subtitles are visible at the bottom of the screen accompanying the voiceover.
The frame transitions with a horizontal Buddle-branded colour swipe, revealing a young girl wearing a purple top and boy in a blue top playing catch with a purple ball on the left of the screen.
On the right, a woman in a pink top enters the screen riding a mobility scooter; she’s followed by a man picking up litter. The background is white, but the characters appear on a patch of grass; there is an empty plastic bottle near the man and woman.
The words Culture and Values appear on screen, written in orange and blue respectively; Culture appears top left and Values bottom right. As this scene unfolds, a female voiceover (that continues throughout the video) can be heard: Having a positive culture, driven by clearly defined values, is key to being a welcoming, inclusive, and successful organisation.
During this opening line the children continue playing catch and the man uses his litter picker to remove the plastic bottle and place it in a bag, carried by the woman, with the recycling sign on the front of it.
The voiceover continues: Values and culture are two intertwined concepts that need to be developed early in the life of an organisation, and consistently reviewed.
During this audio a woman appears, alongside a noticeboard, between the two children. They stop their game of catch and watch on as the noticeboard displays an icon of a link and the words on screen move so Culture is positioned on top of Values centrally.
The audio continues: They will help you attract and keep participants and volunteers, whilst potentially growing your income and marketing efforts.
A hand holding a magnifying glass then hovers over the screen, magnifying the words in the centre. These words disappear and are swiftly replaced with icons: three people on the left, a stack of pound coins on the right, and various social media channels at the top.
The horizontal Buddle colour transition is used again to clear the screen, revealing an outdoor scene. The frame shows a sunny day. Houses and trees are visible in the background, a community centre is central to the scene, the doorway has Community centre written above it, there are entrance steps, some recycling bins, a noticeboard and a sign saying Culture alongside a hands icon on the outside wall. Some people can be seen in a grass area having a picnic, watering plants, and chatting. As the scene progresses, individuals using mobility scooters and cyclists pass through a central pathway. In the foreground there is a multi-use court; a number of children can be seen playing netball as the scene commences. The outer left third of the scene is partially covered with a see-through purple text box, it is currently empty.
The voiceover says: Your values are part of your organisation's identity. They sum up what’s most important to you and your people and express what you’re all about. It’s important your values are:
The purple text box becomes solid as the title Values is added in white at the top. The scene zooms in on a girl wearing a Hijab and a man in an orange top kneeling to water a plant. The voiceover continues: based on people’s shared priorities. In time with the audio, the text Shared priorities appears in the purple text box, accompanied with an icon representing different connections.
The scene then pans to show a woman in a purple dress standing next to a notice board. The board is titled Notice board and has 3 pieces of paper posted on it: Vision is written on the first above an eye icon, Community activities is written on the second above a people icon, and the third says Active travel and a bike icon. The voiceover says: Supportive of your vision and aims. Alongside this, Vision and aims appears within the text box list, accompanied by an icon of a target and arrow on the bullseye.
Next, the scene shifts along in front of the community centre, to a man in a blue top (as seen earlier in the video) picking up a plastic bottle using a litter picker and placing it into a recycling bin. The voiceover continues: Actionable and behaviour-focused. The list in the text box extends with Behaviour focused and a head icon added.
The scene pans to a man wearing a red top and a woman wearing an orange top stood in front of the community centre entrance. A speech bubble appears above the woman's head, with the voiceover saying: Clearly communicated. A megaphone icon and Communicated are added to the left-hand side list.
A second speech bubble then appears over the man’s head, and the voiceover continues: Known, owned, and understood by everyone. During this audio the list in the purple text box, which has reached the bottom of the screen, clears leaving only Values as the title before Understood by everyone and a brain icon appears to begin a new, continued list.
The frame moves across the scene to show a woman in a pink Hijab and a man wearing a red top, both holding clipboards and pens. The voiceover says: Driven by your leadership team, and embedded in your actions, code of conduct, policies, and practices. The list on the left now includes Driven by leaders with a person and star icon and Embedded with a knitting icon.
As the list is complete the scene zooms out and pans around; all smaller groups focused on during the list are visible across the entire scene. A man cycles on a red bike across the central path.
The list disappears and a Buddle colour transition crosses the screen to clear the busy scene and reveal a white background with the words Values central in blue. The voiceover states: Your values are important – they underpin your organisation’s culture. In time with this audio, Values moves downwards, visibly ‘underpinning’ Culture as the word enters in orange, settling centrally above Values.
A set of justice scales are visible in the background. The voiceover states: They’re the justification for everything you do and tell people what’s expected.
The scales disappear as the words on screen zoom out with Culture moving to the top of the screen and Values to the bottom. In time with the following audio, icons appear on screen: on the far right two hands shaking appear above the word Welcoming; this is closely followed on the left by a love heart above Friendly; on the far left four hands holding in a circle appear above Collaborative; right of that a mountain with a flag at the peak appears with Ambitious written below; and finally a magnifying glass centrally alongside the word Transparent.
The accompanying audio says: They can include anything from being welcoming and friendly, to being collaborative, ambitious, and transparent.
The graphics and words on screen move upwards until off screen and are replaced with a fingerprint in the Buddle colours, as the voiceover says: Culture is unique to your organisation. At the top of the screen Culture is unique appears as a title. The fingerprint dissolves to become each of the following phrases on screen.
The audio starts: It’s all the things you and your people do, and the way you do them, including: the standards you set, the decisions you make and how you make them, communications, the behaviours of everyone involved, and how being part of your organisation makes people feel.
During this audio The things you do is written in blue top left of the screen; beneath that The way you do them is written in purple; underneath The standards you set has appeared in teal; and at the bottom The decisions you make is in navy blue. Along the right-hand side of the screen, Your communications is written in teal at the top; underneath is The behaviours of everyone involved in red; and finally How your organisation makes people feel in orange. These words stay on screen briefly before turning back into illegible lines to reform the colourful fingerprint centrally.
The Buddle colour transition crosses and clears the screen revealing the original outdoors scene. In addition, there is a man mowing the lawn to bottom right and a woman on a mobility scooter travelling across the path. The outer left third of the scene is partially covered with a see-through purple text box; there is a man, woman and child as well as three people playing netball behind the text box. The audio says: Having a positive culture has many benefits. It can:
The scene then zooms in on a man in a wheelchair wearing a red top and another man wearing a blue top placing a ramp on a set of stairs. The voiceover says: Shape, support and challenge people’s behaviour. The purple text box on the left of the screen becomes solid and has the word Culture as a heading. Shape behaviour appears in white text beneath alongside a hand icon. The man in the wheelchair gives the other man a thumbs up and goes up the ramp while the audio says: Help attract new people, the right volunteers and partnerships. The words Attract new people are also written within the text box alongside an icon showing three people together.
The scene moves across to a man in an orange top mowing the lawn with the word Volunteer on his shirt. The audio says: Ensure everyone has a good experience. During this Ensure good experiences is written within the text box alongside an icon of a star.
The scene pans across to show a group of boys and girls playing netball with a purple ball alongside a man in a blue and black striped shirt holding a whistle. The voiceover says: Make people feel included, safe, and valued. The text Make people feel valued is written within the text box alongside an icon showing a trophy. The group continues to play netball as the voiceover says: Help people develop and thrive. The original text within the text box is cleared, with a new, continued list forming: Help people develop is written beneath the Culture title alongside an icon of a cog. Alongside this audio a girl with the netball scores a goal; her teammates cheer and the umpire blows his whistle.
The scene zooms out to focus on the community centre. A man in a red top and a lady in an orange top are standing in front of the community centre. The woman next to the notice board and the man standing next to the ramp are on the right of the screen, while the man with the litter picker is on the left. The voiceover continues: Improve loyalty and retention. In the text field, the words Improve loyalty are written next to an icon of a rosette. In addition, the voiceover says: and drive your success with the text Drive success appearing next to a rocket symbol in the purple text box.
The screen pans to the left and zooms in on a man standing next to a sign that says Culture; he’s facing another man, woman and child to his left. A picture with four connected arms is displayed on the sign; the sign wobbles and partially falls off the wall.
The voiceover says: If you don’t get your culture right, people can feel undervalued, disengaged, and like they don’t belong. The scene becomes black and white during this voiceover and the words Undervalued, Disengaged and Don't belong are written in speech bubbles over the heads of the man, woman, and child, who are all looking sad and confused.
The audio continues: We all see the world through a different lens, so it’s important to regularly ask your people how they’re feeling and act quickly to address any behaviours or practices that don’t match your values. The speech bubbles disappear as a man appears on screen with a speech bubble above his head. He’s wearing a blue shirt and has a prosthetic leg. The boy approaches the man who is standing beside the sign, and they both straighten it; as they do so the faces of the onlookers turn into smiles and the scene regains colour.
The scene moves to the right, to a woman wearing a pink dress standing next to the notice board depicted in the opening scene. A blue text box appears on the right side of the screen with white text saying Check and challenge values. During this the voiceover says: Your values and culture play a central role in all aspects of your organisation, so be sure to: Check and challenge your existing values or develop some if you don’t have any!
A woman wearing a blue dress appears holding a poster that says Come join us! At this point, the voiceover says: Publicly promote your values so people know and understand their importance with the words Promote your values written inside the text box. The woman then places the sign on the notice board.
The scene pans left to a bus stop where a man and woman wearing purple and orange tops are standing next to each other. The voiceover says: Explain the behaviours you expect and hold individuals to account if they’re not met. The blue text box has the words Explain the behaviours you expect written within.
A yellow bus appears from the left, and a man gets out carrying a clipboard, wearing a red shirt and red turban. The voiceover says: Consistently embed your values in everything you do, and regularly seek feedback and review the way you do things. Two women wearing pink and purple tops follow him. Two women shake hands as they meet, while the main raises his clipboard to show a form titled Feedback. The text box displays the words Embed your values and Seek feedback.
The scene zooms out as the text box disappears, once again revealing the full outdoor scene. In the foreground, a person holds a mobile phone displaying the Buddle Values and culture web page. The voiceover says: For more information on values and culture, explore the Buddle website. The subtitles finish.
The mobile phone is turned on its side, filling the screen to replace the outdoor scene. At the top of the screen is the Buddle logo, followed by the Supported by Sport England text in black, the Sport England logo and the National Lottery logo. The URLs for Sport England and Buddle are located at the bottom of the screen, respectively, and are www.sportengland.org and www.buddle.co. The music finishes, the video ends.
