Tam Tam


The project

In reaction to negative media coverage about its activities and in response to what it considered to be erroneous information about heated social issues linked to it, the Bayer group decided to launch a collaborative serious game, allowing its employees to obtain information and express themselves on a dozen simple subjects. However, if civil society calls for a discussion of the sociotechnical controversies connected to the industry’s activities, it nevertheless remains a sensitive issue within the company framework.
The Tam Tam project is a hybrid solution emerging from the working group, the workshop/debate, the field study, the online videogame and social networks. With this project, we hope to have tested the hypothesis that by helping social actors – in this case companies engaging in processes towards responsibility by taking employee opinions into account – a shift towards a more collaborative society will occur, in which companies have a greater awareness of what civil society expects from them.

The targets

•    Allow employees to both individually and collectively voice their feelings with regards to sensitive issues linked to Bayer in the light of media attention
•    Provide them with the tools they need to argue their case so they can represent the Bayer group within civil society (clients, service providers, close friends and family, retailers, journalists, etc.)
•    Give them access to accurate and quality scientific information so they can do this
•    Allow Bayer management to understand how their employees interpret their activities, particularly in the areas that raise heated social issues

The methods

Various types of tool were conceived and adapted for this project, including discussion games. To allow previously neutral participants to form opinions, these tools also gave them a deeper understanding of the basics. Opinions, unique in themselves, belong to everyone and are multiple dimensional concepts that are either personal (knowledge, values, and imaginations) or social (facts or interpretations of facts, urban legends and great narratives). They are addressed in discussion games to help participants understand "why they think what they think". One of the objectives of discussion games, based on the values and imaginations of participants, is to allow them to understand "why the people that don’t think like they do, think what they think". Finally, by addressing the concerns of the participants as opposed to offering quick-fire answers to questions they did not even ask, these tools lead them to question themselves and encourage them to find out more about the issue addressed.