Mastering Data-Driven Messages for Effective Communication

Data driven messages.
Data driven messages.
How to create 
effective
 messages that induce 
action
 and help you achieve
your 
communication outcome.
Data driven messages.
Key Take-aways:
 
1. 
Effective messages 
induce action
.
 
2. 
Your 
key message 
will be effective if it contains:
 
CALL FOR ACTION
 
FACT
(raises awareness)
 
IMPACT/BENEFIT
(emphasises importance)
 
+
 
+
 
3. 
Data 
driven story 
is an effective communication tool, because it creates memorable,
 emotional response that lead to action
Data driven messages.
 
Single Overarching Communication Outcome (SOCO)
 
   Communication Outcome.
What is a message platform?
What are its elements
?
How to use a message platform?
How to get from your communication outcome to the KEY message (message platform)
Message platform: the importance of data driven story telling
What is a message platform?
What are its elements
?
How to use a message platform?
How to get from your communication outcome to the KEY message (message platform)
Message platform: the importance of data driven story telling
What is a message platform?
What are its elements
?
How to use a message platform?
How to get from your communication outcome to the KEY message (message platform)
Message platform: the importance of data driven story telling
What is a message platform?
What are its elements
?
How to use a message platform?
How to get from your communication outcome to the message platform (KEY message)
Message platform: the importance of data driven story telling
It’s
 
a 
compelling
 set of messages (statements) that, if delivered effectively,
are likely to achieve 
communication outcome
within the 
targeted audience.
What is a message platform?
What is a message platform?
Example: Challenges with Birth Registration Completeness
 
You already defined the 
Communication Outcome 
to be
 
convince young parents to register new-borns within x days after birth.
 
The next step is to communicate:
Create messages that will achieve the 
communication outcome 
within your target audience
What is a message platform?
 
convince young parents to register new-borns within x days after birth.
 
convince young parents to register new-borns within x days after birth.
 
Create messages that will
Message platform 
is a tool to manage the complexity of messaging.
What is a message platform?
 
KEY message (3 sentences)
 
Communication Outcome
 
Supporting
message
 
Supporting
message
 
Supporting
message
 
Examples/
The story
 
 Examples
 The Story
 
Message Platform
What is the message platform.
 
Examples/
The story
 
(Grabs attention, Call for Action, )
 
Provides details
about the Key messages/
Justifies Action
 
Evokes emotional response
It is an internal document,
a 
go-to source 
for the employees.
which allows the employees of all levels
to communicate under a
coherent framework that achieves
communication outcome.
KEY message (3 sentences)
Supporting
message
Supporting
message
Supporting
message
Examples/
The story
 Examples
 The Story
Message Platform
Examples/
The story
What is the message platform.
Communication Outcome
KEY message (3 sentences)
Communication Outcome
Supporting
message
Supporting
message
Supporting
message
Supporting
message
Examples/
The story
 Examples
 The Story
 Examples
 The Story
Examples/
The story
What is a message platform?
What are its elements
?
How to use a message platform?
How to get from your communication outcome to the KEY message (message platform)
Message platform: the importance of data driven story telling
Step by Step guide: from Communication Outcome to the KEY message
 
1. 
Define your Communication Outcome
 
3. 
Characterise your key target audience
 
4. 
What you want to say to your audience and how?
 
5. 
Formulate a Call for action
 
Effective Key message
 
2. 
Specify the KEY audience you are communicating with.
 
CALL FOR ACTION
 
FACT
(raises awareness)
 
IMPACT/BENEFIT
(emphasises importance)
 
+
 
+
1. 
Define your Communication Outcome
3. 
Characterise your KEY target audience
4. 
What you want to say to your audience and how?
5. 
Call for action
6. 
Key message
2. 
Specify the key audience you are communicating with
Step by Step guide: from Communication Outcome to the KEY message
 
1. 
Define your Communication Outcome.
 
Example: Challenges with birth registration completeness.
 
Convince young parents to register new-borns within x days after birth.
 
2. 
Specify the KEY audience you are communicating with
 
Convince 
young parents 
to register new-borns within x days after birth.
1. 
Define communication outcome
2. 
Specify your key target audience
 
1. 
Define your Communication Outcome and the KEY audience you will be communicating to.
3. 
Characterise your KEY target audience
4. 
What you want to say to your audience and how?
5. 
Formulate a Call for action
6. 
Key message
2. 
Specify the key audience you are communicating with.
Step by Step guide: from Communication Outcome to the KEY message
3.   
Characterise your target audience
Awareness: 
What they know about the issue in the Communication Outcome?
 
    Limited knowledge vs. knowledgeable
Importance: 
How important they find the issue in the Communication Outcome?
                       Indifferent vs. Engaged
 
engaged
 
indifferent
 
Limited knowledge
about the issue
 
Knowledgeable about
the issue
3
.
 
 
 
C
h
a
r
a
c
t
e
r
i
s
e
 
y
o
u
r
 
t
a
r
g
e
t
 
a
u
d
i
e
n
c
e
 
Awareness
 
Importance to the
audience
engaged
indifferent
Limited knowledge
about the issue
Knowledgeable about
the issue
Where you want your audience
to be in order to 
induce action
3.   
Characterise your target audience:
Awareness
Importance to the
audience
engaged
indifferent
Limited knowledge
about the issue
Knowledgeable about
the issue
Where you want your audience
to be in order to 
induce action
3.   
Characterise your target audience
Awareness
Importance to the
audience
Call for action
engaged
indifferent
Limited knowledge
about the issue
Knowledgeable about
the issue
3.   
Characterise your target audience
Awareness
Importance to the
audience
Most of the time you target
audience is here
Where you want your audience
to be in order to 
induce action
Call for action
engaged
indifferent
Limited knowledge
about the issue
Knowledgeable about
the issue
3.   
Characterise your target audience
Awareness
Importance to the
audience
Target audience
Where you want your audience
to be in order to 
induce action
Raise Awareness
Call for action
engaged
indifferent
Limited knowledge
about the issue
Knowledgeable about
the issue
3.   
Characterise your target audience
Awareness
Importance to the
audience
Target audience
Where you want your audience
to be in order to 
induce action
Raise Awareness
Call for action
engaged
indifferent
Limited knowledge
about the issue
Knowledgeable about
the issue
3.   
Characterise your target audience
Awareness
Importance to the
audience
Target audience
Where you want your audience
to be in order to 
induce action
Raise Awareness
Emphasize the importance
Call for action
engaged
indifferent
Limited knowledge
about the issue
Knowledgeable about
the issue
3.   
Characterise your target audience
Awareness
Importance to the
audience
Raise Awareness
Emphasize the importance
Call for action
Target audience
engaged
indifferent
Limited knowledge
about the issue
Knowledgeable about
the issue
3.   
Characterise your target audience
Awareness
Importance to the
audience
Effective Key Message
1.
Get your audience ready to act.
Make them aware of the issue
Explain importance of the issue to them
Raise Awareness
Emphasize the importance
2.    Call for action
 
1. 
Define your Communication Outcome and the KEY audience you will be communicating to.
3. 
Characterise your KEY target audience
4. 
What you want to say to your audience and how?
5. 
Formulate a Call for action
6. 
Key message
2. 
Define the key audience you are communicating with to achieve the communication outcome.
Step by Step guide: from Communication Outcome to the KEY message
engaged
indifferent
Limited knowledge
knowledgeable
What to communicate?
How to say it?
Target audience
Rise awareness
Call for action
Emphasize the importance
engaged
indifferent
Limited knowledge
knowledgeable
What
 to communicate?
Inform that there is an issue
Inform about the size (extend) of the issue
How to say it
Target audience
Rise awareness
Call for action
engaged
indifferent
Limited knowledge
knowledgeable
What
 to communicate?
Inform that there is an issue
Inform about the size of the issue
How 
to say it?
FACTS, NUMBERS
Target audience
Rise awareness
Call for action
engaged
indifferent
Limited knowledge
knowledgeable
What 
to communicate?
Why the issue is important to the audience
What is the impact of the issue on the audience
   
How to say it?
Target audience
Rise awareness
Call for action
Emphasize the importance
engaged
indifferent
Limited knowledge
knowledgeable
What 
to communicate?
Why the issue is important to the audience
What is the impact of the issue on the audience
   
How
 to say it?
IMPACT, BENEFITS (make it personal)
Target audience
Rise awareness
Call for action
Emphasize the importance
engaged
indifferent
Limited knowledge
knowledgeable
1. Rise awareness: 
The issue and the extend of the issue 
 
FACTS, EVIDENCE
2. Emphasize the importance: 
Why the issue is important to the audience 
 
IMPACT, BENEFITS 
(make it personal)
Target audience
Rise awareness
Emphasize the importance
Call for action
Target audience
engaged
indifferent
Limited knowledge
knowledgeable
1. Rise awareness: The issue and the extend of the issue 
 
FACTS, EVIDENCE
2. Emphasize the importance: Why the issue is important to the audience 
 
IMPACT, BENEFITS
Target audience
Rise awareness
Emphasize the importance
Call for action
3. Call for action: 
What you want them to do
Rise awareness: 
The issue and the extend of the issue 
 
FACTS, EVIDENCE
Emphasize the importance: 
Why the issue is important to the audience
 
IMPACT, BENEFITS 
(make it personal)
Call for action: 
What you want them to do
Effective KEY Message: 3 sentences.
CALL FOR ACTION
FACT
(raises awareness)
IMPACT/BENEFIT
(emphasises importance)
+
+
engaged
indifferent
Limited knowledge
about the issue
Knowledgeable about
the issue
Awareness
Importance to the
audience
Young parents
Call for action area
Example.
Communication Outcome
: 
to convince 
young parents
 to register new-borns within x
                                                days after birth.
engaged
indifferent
Limited knowledge
knowledgeable
1.
Raise awareness.
      What to communicate? The problem and the extend of the problem.
      How? FACTS, EVIDENCE NUMBERS
More than  one million children in our country risk social exclusion, because their birth wasn’t registered on time.
Young parents
Rise awareness
engaged
indifferent
Limited knowledge
knowledgeable
2. Emphasize importance:
    What to communicate? Why should they care (make it personal)
    How? IMPACT, BENEFIT
Without timely birth registration it will be difficult for YOUR child to access education, health care or receive
inheritance.
Young parents
Rise awareness
Emphasize the importance
engaged
indifferent
Limited knowledge
knowledgeable
3. Call for action:
What you want them to do
To protect your child’s future, register your new-born within x days after birth.
Young parents
Rise awareness
Emphasize the importance
CALL FOR ACTION
KEY Message
: 3 sentences.
CALL FOR ACTION
FACT
(raises awareness)
IMPACT/BENEFIT
(emphasises importance)
More than  one million children in our country risk social
exclusion, because their birth wasn’t registered on time.
Without timely birth registration it will be difficult for YOUR
child to access education, health care or receive inheritance.
To protect your child’s future, register your new-born within x
days after birth.
KEY message (3 sentences)
Communication Outcome
Supporting
message
Supporting
message
Supporting
message
Examples/
The story
 Examples
 The Story
Message Platform
What is the message platform.
Examples/
The story
(Grabs attention, Call for Action) 
Provides details 
about the Key messages/
Justifies Action 
Evokes emotional response
KEY message (3 sentences)
Communication Outcome
Supporting
message
Supporting
message
Supporting
message
Examples/
The story
 Examples
 The Story
Message Platform
What is the message platform.
Examples/
The story
(Call for Action, grabs attention) 
Provides details 
about the Key messages/
Justifies Action 
Evokes emotional response
Message Platform: 
Data Stories
Message Platform: 
Data Stories
Data Stories are Important, because they evoke 
emotion
.
 
We now 
know
 that the way humans make decisions:
 
In a 
BARC Market Research survey
 on “Information Culture,”
48% 
managers and executives claim that data is highly valued as an asset
BUT only 
24%
 of managers and 
22%
 of executives felt their decisions were based mostly on data
 
A similar result in “Fostering a Data Driven Culture,” a report by 
the Economist Intelligence Unit.5
Data is being used when making decisions only 
4
 out of every 
10
 times.
 
Other literature suggests that instinct or “gut based” decision-making
Creates a feeling of 
importance
 in the decision-maker.
Reinforces others’ 
trust
 in that individual’s gut.
In fact,
Message Platform: 
Data Stories
Emotional response (gut feeling) plays an important role in decision making.
Data stories are a great communication tool, because through emotion they
Memorable
Lead to action
Create personal connection
Message Platform: 
Data Stories
Research:
Students were asked to make a 1 minute persuasive pitch to other
members in their class. 
On average each student used 2.5 statistics in their pitch.
Only 1/10 told a story.
10 mins later the researcher asked the students to write down every single idea
they remembered.
Only 
5% 
remembered any statistic, but
63% 
of the students remembered the story!
Memorable
Message Platform: 
Data Stories
Data stories are a great communication tool, because they are 
memorable
Stats: Activate language processing parts of the brain.
We can understand but not feel.
Story: The audience feels the story.
Our whole brain is activated and the meaning is extracted.
Data storytelling creates connection to not only to the story,
      but also to the story teller. 
Create personal 
connection
Message Platform: 
Data Stories
Data stories are a great communication tool because they create 
create personal connection
Research
how to best rise money for Save the Children:
they created two versions of a marketing pamphlet.
Lead to action
2
nd
 Also featured these stats,
but in addition provided a
story about Rachia.
1
st
 Featured statistics about
the magnitude of problems
facing children in Africa.
STATS group
Individuals gave 
$ 1.43
STORY group
Individuals gave 
$ 2.38
Message Platform: 
Data Stories
Data stories are a great communication tool, because they are 
lead to action
KEY message (3 sentences)
Communication Outcome
Supporting
message
Supporting
message
Supporting
message
Examples/
The story
 Examples
 The Story
Message Platform
What is the message platform.
Examples/
The story
(Call for Action, grabs attention) 
Provides details 
about the Key messages/
Justifies Action 
Create memorable,
 emotional response
That lead to action
Types of data stories 
you can tell in your message platform:
success/progress/change
cause and effect
emphasize to raise awareness
compare: then and now
project the future based on the past
create a timeline of events
explain patterns in the data
Message Platform: 
Data Stories
Data driven messages.
Key Take-aways:
 
1. 
Effective messages 
induce action
.
 
2. 
Your 
key message 
will be effective if it contains:
 
CALL FOR ACTION
 
FACT
(raises awareness)
 
IMPACT/BENEFIT
(emphasises importance)
 
+
 
+
 
3. 
Data 
driven story 
is an effective communication tool, because it creates memorable,
 emotional response that lead to action
1
.
 
 
 
D
e
f
i
n
e
 
C
o
m
m
u
n
i
c
a
t
i
o
n
 
O
u
t
c
o
m
e
 
Step 1. 
Choose the most pressing challenge that your organization is facing
 
Step 3. 
What do you want to achieve with our communication effort? Flip the negative statement into a positive one.
 
Step 2. 
Why? What is the obstacle? (usually a negative statement)
 
The communication effort will [
convince
] what people [
young parents
]
 
so they do what [
register
 
new-borns within x
days after birth.
]
 
Incomplete birth registration
 
Because
 people don’t register their children
 
You want 
people to register their children
 
This statement defines your communication outcome.
 
Step 4. 
Specify the statement to make it 
[SMART] 
: 
S
pecific  
M
easurable 
A
ssignable 
R
ealistic 
T
ime-limited,
Using the template provided yesterday:
The communication effort will [
....
] To what people [
....
] So they do what [
....
]
1
.
 
 
 
D
e
f
i
n
e
 
C
o
m
m
u
n
i
c
a
t
i
o
n
 
O
u
t
c
o
m
e
 
We want people to register their children
 
[SMART] 
: 
S
pecific  
M
easurable 
A
ssignable 
R
ealistic 
T
ime-limited
1
.
 
 
 
D
e
f
i
n
e
 
C
o
m
m
u
n
i
c
a
t
i
o
n
 
O
u
t
c
o
m
e
It defines the target audience you will be communicating with
[SMART] 
: 
S
pecific  
M
easurable 
A
ssignable 
R
ealistic 
T
ime-limited
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Effective messages that induce action to achieve

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Unlock the power of data-driven messages to create impactful communication outcomes. Learn how to craft messages that inspire action and drive results through compelling storytelling. Explore the key elements of a message platform and harness the importance of data in shaping your message strategy for success.


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  1. Data driven messages.

  2. Data driven messages. How to create effective messages that induce action and help you achieve your communication outcome.

  3. Data driven messages. Key Take-aways: 1. Effective messages induce action. 2. Your key message will be effective if it contains: + FACT IMPACT/BENEFIT (emphasises importance) CALL FOR ACTION + (raises awareness) 3. Data driven story is an effective communication tool, because it creates memorable, emotional response that lead to action

  4. Data driven messages. Communication Outcome. Single Overarching Communication Outcome (SOCO)

  5. What is a message platform? What are its elements? How to use a message platform? How to get from your communication outcome to the KEY message (message platform) Message platform: the importance of data driven story telling

  6. What is a message platform? What are its elements? How to use a message platform? How to get from your communication outcome to the KEY message (message platform) Message platform: the importance of data driven story telling

  7. What is a message platform? What are its elements? How to use a message platform? How to get from your communication outcome to the KEY message (message platform) Message platform: the importance of data driven story telling

  8. What is a message platform? What are its elements? How to use a message platform? How to get from your communication outcome to the message platform (KEY message) Message platform: the importance of data driven story telling

  9. What is a message platform? It sa compelling set of messages (statements) that, if delivered effectively, are likely to achieve communication outcome within the targeted audience.

  10. What is a message platform? Example: Challenges with Birth Registration Completeness You already defined the Communication Outcome to be convince young parents to register new-borns within x days after birth.

  11. What is a message platform? convince young parents to register new-borns within x days after birth. The next step is to communicate: Create messages that will achieve the communication outcome within your target audience Create messages that will convince young parents to register new-borns within x days after birth.

  12. What is a message platform? Message platform is a tool to manage the complexity of messaging.

  13. What is the message platform. Communication Outcome Message Platform KEY message (3 sentences) (Grabs attention, Call for Action, ) Provides details about the Key messages/ Justifies Action Supporting message Supporting message Supporting message Examples/ The story Examples The Story Examples/ The story Evokes emotional response

  14. What is the message platform. Communication Outcome Message Platform KEY message (3 sentences) It is an internal document, a go-to source for the employees. Supporting message Supporting message Supporting message which allows the employees of all levels to communicate under a coherent framework that achieves communication outcome. Examples/ The story Examples The Story Examples/ The story

  15. Communication Outcome KEY message (3 sentences) Supporting message Supporting message Supporting message Supporting message Examples The Story Examples/ The story Examples The Story Examples/ The story

  16. What is a message platform? What are its elements? How to use a message platform? How to get from your communication outcome to the KEY message (message platform) Message platform: the importance of data driven story telling

  17. Step by Step guide: from Communication Outcome to the KEY message 1. Define your Communication Outcome 2. Specify the KEY audience you are communicating with. 3. Characterise your key target audience 4. What you want to say to your audience and how? 5. Formulate a Call for action Effective Key message FACT IMPACT/BENEFIT (emphasises importance) + CALL FOR ACTION + (raises awareness)

  18. Step by Step guide: from Communication Outcome to the KEY message 1. Define your Communication Outcome 2. Specify the key audience you are communicating with 3. Characterise your KEY target audience 4. What you want to say to your audience and how? 5. Call for action 6. Key message

  19. 1. Define communication outcome 2. Specify your key target audience Example: Challenges with birth registration completeness. 1. Define your Communication Outcome. Convince young parents to register new-borns within x days after birth. 2. Specify the KEY audience you are communicating with Convince young parents to register new-borns within x days after birth.

  20. Step by Step guide: from Communication Outcome to the KEY message 1. Define your Communication Outcome and the KEY audience you will be communicating to. 2. Specify the key audience you are communicating with. 3. Characterise your KEY target audience 4. What you want to say to your audience and how? 5. Formulate a Call for action 6. Key message

  21. 3. Characterise your target audience Awareness: What they know about the issue in the Communication Outcome? Limited knowledge vs. knowledgeable Importance: How important they find the issue in the Communication Outcome? Indifferent vs. Engaged

  22. 3 3. . Characterise your target audience Awareness Knowledgeable about the issue Limited knowledge about the issue Importance to the audience indifferent engaged

  23. 3. Characterise your target audience: Where you want your audience to be in order to induce action Awareness Knowledgeable about the issue Limited knowledge about the issue Importance to the audience indifferent engaged

  24. 3. Characterise your target audience Where you want your audience to be in order to induce action Awareness Call for action Knowledgeable about the issue Limited knowledge about the issue Importance to the audience indifferent engaged

  25. 3. Characterise your target audience Where you want your audience to be in order to induce action Awareness Call for action Knowledgeable about the issue Most of the time you target audience is here Limited knowledge about the issue indifferent engaged Importance to the audience

  26. 3. Characterise your target audience Where you want your audience to be in order to induce action Awareness Call for action Knowledgeable about the issue Raise Awareness Target audience Limited knowledge about the issue indifferent engaged Importance to the audience

  27. 3. Characterise your target audience Where you want your audience to be in order to induce action Awareness Call for action Knowledgeable about the issue Target audience Raise Awareness Limited knowledge about the issue indifferent engaged Importance to the audience

  28. 3. Characterise your target audience Where you want your audience to be in order to induce action Awareness Call for action Knowledgeable about the issue Target audience Raise Awareness Limited knowledge about the issue indifferent engaged Importance to the audience Emphasize the importance

  29. 3. Characterise your target audience Awareness Target audience Knowledgeable about the issue Call for action Raise Awareness Limited knowledge about the issue indifferent engaged Importance to the audience Emphasize the importance

  30. 3. Characterise your target audience Awareness Effective Key Message 1. Get your audience ready to act. Make them aware of the issue Explain importance of the issue to them Knowledgeable about the issue 2. Call for action Raise Awareness Limited knowledge about the issue indifferent engaged Importance to the audience Emphasize the importance

  31. Step by Step guide: from Communication Outcome to the KEY message 1. Define your Communication Outcome and the KEY audience you will be communicating to. 2. Define the key audience you are communicating with to achieve the communication outcome. 3. Characterise your KEY target audience 4. What you want to say to your audience and how? 5. Formulate a Call for action 6. Key message

  32. knowledgeable Call for action Rise awareness Target audience Limited knowledge indifferent engaged Emphasize the importance What to communicate? How to say it?

  33. knowledgeable Call for action Rise awareness Target audience Limited knowledge indifferent engaged What to communicate? Inform that there is an issue Inform about the size (extend) of the issue How to say it

  34. knowledgeable Call for action Rise awareness Target audience Limited knowledge indifferent engaged What to communicate? Inform that there is an issue Inform about the size of the issue How to say it? FACTS, NUMBERS

  35. knowledgeable Call for action Target audience Rise awareness Limited knowledge indifferent engaged Emphasize the importance What to communicate? Why the issue is important to the audience What is the impact of the issue on the audience How to say it?

  36. Target audience knowledgeable Call for action Rise awareness Limited knowledge indifferent engaged Emphasize the importance What to communicate? Why the issue is important to the audience What is the impact of the issue on the audience How to say it? IMPACT, BENEFITS (make it personal)

  37. Target audience knowledgeable Call for action Rise awareness Target audience Limited knowledge indifferent engaged Emphasize the importance 1. Rise awareness: The issue and the extend of the issue FACTS, EVIDENCE 2. Emphasize the importance: Why the issue is important to the audience IMPACT, BENEFITS (make it personal)

  38. Target audience knowledgeable Call for action Rise awareness Limited knowledge indifferent engaged Emphasize the importance 1. Rise awareness: The issue and the extend of the issue FACTS, EVIDENCE 2. Emphasize the importance: Why the issue is important to the audience IMPACT, BENEFITS 3. Call for action: What you want them to do

  39. Rise awareness: The issue and the extend of the issue FACTS, EVIDENCE Emphasize the importance: Why the issue is important to the audience IMPACT, BENEFITS (make it personal) Call for action: What you want them to do Effective KEY Message: 3 sentences. FACT IMPACT/BENEFIT (emphasises importance) + + CALL FOR ACTION (raises awareness)

  40. Example. Communication Outcome: to convince young parents to register new-borns within x days after birth. Awareness Knowledgeable about the issue Call for action area Young parents Limited knowledge about the issue indifferent engaged Importance to the audience

  41. knowledgeable Rise awareness Young parents Limited knowledge indifferent engaged 1. Raise awareness. What to communicate? The problem and the extend of the problem. How? FACTS, EVIDENCE NUMBERS More than one million children in our country risk social exclusion, because their birth wasn t registered on time.

  42. knowledgeable Young parents Rise awareness Limited knowledge indifferent engaged Emphasize the importance 2. Emphasize importance: What to communicate? Why should they care (make it personal) How? IMPACT, BENEFIT Without timely birth registration it will be difficult for YOUR child to access education, health care or receive inheritance.

  43. Young parents knowledgeable CALL FOR ACTION Rise awareness Limited knowledge indifferent engaged Emphasize the importance 3. Call for action: What you want them to do To protect your child s future, register your new-born within x days after birth.

  44. KEY Message: 3 sentences. FACT More than one million children in our country risk social exclusion, because their birth wasn t registered on time. (raises awareness) Without timely birth registration it will be difficult for YOUR child to access education, health care or receive inheritance. IMPACT/BENEFIT (emphasises importance) To protect your child s future, register your new-born within x days after birth. CALL FOR ACTION

  45. What is the message platform. Communication Outcome Message Platform KEY message (3 sentences) (Grabs attention, Call for Action) Provides details about the Key messages/ Justifies Action Supporting message Supporting message Supporting message Examples/ The story Examples The Story Examples/ The story Evokes emotional response

  46. What is the message platform. Communication Outcome Message Platform KEY message (3 sentences) (Call for Action, grabs attention) Provides details about the Key messages/ Justifies Action Supporting message Supporting message Supporting message Examples/ The story Examples The Story Examples/ The story Evokes emotional response

  47. Message Platform: Data Stories

  48. Message Platform: Data Stories Data Stories are Important, because they evoke emotion. We now know that the way humans make decisions: 1. Emotion 2. Logic 3. Decision

  49. Message Platform: Data Stories In fact, In a BARC Market Research surveyon Information Culture, 48% managers and executives claim that data is highly valued as an asset BUT only 24% of managers and 22% of executives felt their decisions were based mostly on data A similar result in Fostering a Data Driven Culture, a report by the Economist Intelligence Unit.5 Data is being used when making decisions only 4 out of every 10 times. Other literature suggests that instinct or gut based decision-making Creates a feeling of importance in the decision-maker. Reinforces others trustin that individual s gut. Emotional response (gut feeling) plays an important role in decision making.

  50. Message Platform: Data Stories Data stories are a great communication tool, because through emotion they x Memorable Create personal connection Lead to action

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