We learnt:
Information provision isn’t always working.
The public is divided on information provision, they report:
- drowning in information – info overload, where do you start?
- we don’t know if we can trust the information we see
- we don’t understand what we see
- information is invisible, as it’s not targeted at people like me
The opportunity:
Pumping out more information will not work. We need to explore how comms development can be better linked with behaviour change, nudge and design thinking theories. Effective micro-targeting at all times will deliver either comms segmented by types of people or comms that speak to a core deep issue that’s common and binding to most people. Simplicity, applicability, continuity and being easy to remember will be key in delivering trustworthiness and impact.
