Mines Advisory Group (MAG)

The Mines Advisory Group (MAG) is an international NGO that finds, removes and destroys landmines, cluster munitions and unexploded bombs from places affected by conflict. In 2021 they wished to craft their Core Values in collaboration with the entire organisation globally - a complex challenge due to differing cultures, languages and logistical constraints. In doing so they wanted to move away from a heritage of control and command, to a far more inclusive and fluid culture.

Utopia created a 7 question survey to capture the essence of MAG that was distributed on whatsapp, email and paper where connectivity was problematic.

• We received 1,482 responses in English, French, Arabic and Loa and using content analysis, identified recurrent themes from across MAG.

• We held two Accelerate sessions with 50 employees from across multiple countries to share the insight and work together to prioritise and craft the Values together.

The new Values went live in 2022 and are live on the MAG website.

• They were launched alongside stories from staff, from across the world, on how the values resonate with them.

• The inclusive way in which the values were created has meant they have become part of the fabric of MAG.

• More fundamentally, the approach devised by Utopia has set them up for a more inclusive approach holistically going forward.