A crowded environment.
The harsh reality for government is that in today’s hustle and bustle, even worthwhile, planet saving messages must compete for attention.
Government, at all levels, is attempting transformational change in order to get the cut through they need and it is a big challenge.
I was recently asked to talk at a series of events for the Department of Energy and Environment around how they can better engage people around the heavy topic of biodiversity. This is new territory for scientists and environmental organisations. Being a strategist and lover of the planet I jumped at the chance.
The message of my presentation centred on two things, which are standard amongst marketers, but new for the attendees; your audience and your message.
Understanding your audience deeply, is the first step in effectively communicating. We must segment by behaviours, not just demographics. We need to use insights to develop messaging, which is targeted to appeal to each segment’s hopes, aspirations or fears. It is also important to acknowledge that the audience isn’t just transactional, they have lives, pressures and they are on a journey, it is important to acknowledge where we fit in that journey for them. Communications can’t be for a moment in time, it is a never ending narrative that needs to be developed to maintain engagement.
With messaging, gone are the days of letting the scientists write the message. To compete you must play the same game. The essence of what needs to be communicated should be considered as to how emotion, simplicity, humanisation, positivity, calls to action and creativity can help reach our audience.
In those sessions I played the video above of young Jonah. In Perth, Melbourne, Brisbane and Sydney, on each occasion there were some people in the audience who were visibly moved. Sure Jonah is wrong about the facts regarding what is damaging the reef, but in this case does it matter? I say no. It connected with people, it engaged them. Once you have their attention, then you can offer more detail and information. To start a movement we need the masses and the masses are time poor and overwhelmed.
If information alone were the measure of success, then we'd have a price on carbon, and the Great Barrier Reef would be bursting with colour. Until that day comes, the government, at state and federal levels, is going to have to compete for attention.
From the sessions I can happily report that the science fraternity enthusiastically embraced ideas to get important messages through, to encourage change, they know the alternative is unthinkable.
Gavin Youngman
Strategic Director of Focus Creative.