Engineers PEI

Case Study: High-Impact IDDEA Content Campaign for Engineers PEI

Executive Summary

To operationalize the mandate of the newly formed Inclusion, Diversity, Decolonization, Equity, and Accessibility (IDDEA) Committee, Engineers PEI partnered with Gale Force Winds to produce a comprehensive, high-volume video messaging campaign. Executed entirely within a single recording day, the initiative yielded a suite of 37 professionally branded videos—combining deep-dive long form dialogues with targeted short-form social content. Organized into a centralized, user-friendly digital hub, this campaign serves as a cornerstone asset for member education, advocacy, and outreach across Prince Edward Island’s engineering sector.

Client Profile & Committee Mandate

Engineers PEI established its IDDEA Committee to lead systemic cultural change, broaden representation, and integrate core equity principles across the engineering profession. The committee’s core mandate includes:

• Policy & Alignment: Developing an official IDDEA statement for Engineers PEI.
• Professional Development: Identifying and promoting specialized IDDEA training for general membership, Council, and Committee leadership in collaboration with the Professional Development and Continuing Education Committee.
• Community & Networking: Facilitating inclusion events, mentorship initiatives, and networking channels for under-represented groups in engineering across PEI.
• Pipeline Development: Partnering with the Women in Engineering Committee and the Student Engagement Committee to inspire and recruit diverse talent into engineering careers.

Strategic Challenge & Objective

As a newly formed committee, Engineers PEI required an efficient, authentic, and scalable communication vehicle to articulate complex IDDEA concepts without intimidating members or diluting core messaging.

Key Objectives:

1. Humanize & Demystify IDDEA: Transition abstract policies into relatable, actionable insights through authentic board-level advocacy.
2. Maximize Content Yield: Capture a robust multi-channel video library within a single production day to minimize time commitments for committee leadership.
3. Streamline Distribution: Ensure all assets are branded, categorized, and structured for frictionless dissemination across social media, internal training, and web channels.

The Production Framework: Rapid Capture & Scalable Modularization

Using Gale Force Winds’ proprietary content production model, the team conducted four anchor longform interviews with key IDDEA Committee board members:

• Casey Polonio
• Amy Hsiao
• Elliott Coles
• Adam Lidstone

Following each long form dialogue, each board member recorded concise, 1-minute focused statements covering eight foundational topics. This structured rapid-capture strategy turned four core interviews into 37 distinct video assets.

Comprehensive Content Breakdown (37 Video Suite)

Each participant delivered a full long form interview alongside a standardized series of bite-sized, 1-minute topic modules designed for high engagement across digital platforms:

1. Long form Dialogues (4 Videos)

• Casey Polonio: Full-length interview on IDDEA strategy and engineering culture.
• Amy Hsiao: Full-length interview on academic, research, and professional equity.
• Elliott Coles: Full-length interview on operationalizing inclusion and accessibility.
• Adam Lidstone: Full-length interview on industry perspective and committee alignment.

2. Short-Form Modular Topics (33 Videos)

Each board member provided individual 1-minute statements across the core pillars:

Topic Pillar	Casey Polonio	Amy Hsiao	Elliott Coles	Adam Lidstone
IDDEA Full Overview	Long IDDEA Overview	Long IDDEA Overview	Full IDDEA Explanation	IDDEA Explanation
Inclusion	Inclusion Module	Inclusion Module	Inclusion Module	Inclusion Module
Diversity	Diversity Module	Diversity Module	Diversity Module	Diversity Module
Decolonization	Decolonization Module	Decolonization Module	Decolonization Module	Decolonization Module
Equity	Equity Module	Equity Module	Equity Module	Equity Module
Accessibility	Accessibility Module	Accessibility Module	Accessibility Module	Accessibility Module
EDI Myths	IDDEA Myth Debunked	Myth 1 & Myth 2 Debunked	IDDEA Myth Debunked	EDI Myth Debunked
EDI Pro-Tips	EDI Pro Tip	EDI Pro Tip	EDI Pro Tip	Engineering Pro Tip

Delivery, Branding, and Hub Architecture

To optimize usability and maintain brand identity, Gale Force Winds executed end-to-end post-production workflows:

• Engineers PEI Custom Branding: Applied uniform visual identities, lower-thirds, and committee-approved logos to reinforce organizational ownership.
• Multi-Platform Formatting: Delivered vertical/square-cropped versions optimized for social media feeds (LinkedIn, YouTube Shorts, Instagram) alongside full-frame landscape videos.
• Centralized Resource Dashboard: Organized all 37 videos into a structured Google Sheet index, enabling seamless content filtering by speaker, topic, video length, and intended audience channel.

Strategic Impact & Outcomes

1. Accelerated Committee Visibility: Positioned the newly formed IDDEA Committee as an approachable, active voice within Engineers PEI from day one.
2. Resource Integration for Continuing Education: Provided pre-packaged video modules ready to be integrated into professional development workshops, Council orientations, and continuing education programs.
3. Outreach & Pipeline Empowerment: Created a messaging repository that the Women in Engineering and Student Engagement committees can deploy to inspire prospective students and under-represented groups.

• 4. Exceptional Production ROI: Delivered a full year’s worth of strategic digital content from a single 8-hour production schedule.