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
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.