Strategic Thinking in a Pandemic: A Blueprint for Government-Led National Hygiene Communication Campaigns to Combat COVID-19
Whilst large-scale changes in population behaviour are required to reduce the transmission of the SARS-COV-2 pandemic virus, the emergency context is not conducive to the sort of careful communications planning that would normally be required to meet such a task. Rapid strategic communications planning in a pandemic by governments is, however, possible and necessary. Steps include setting up a dedicated communications task force, mobilising partners and resources, developing a creative brief and theory of change and overseeing the creation, testing, roll out and revision of content. In this short guide we argue that a minimum of strategic planning can be undertaken rapidly, and that good use can be made of simple principles of behaviour change, even during pandemics. Our aim here is to provide a blueprint that governments and their partners, especially in low-income settings, can follow to design, coordinate and resource national communications efforts to combat the COVID-19 pandemic.
A quick word of advice if you’re trying to explain the value and concept of community. Show them, don’t tell them. Show them another, similar community. Highlight how it works. Highlight the value they get from it. Highlight what will be... #communitymanagement #onlinecommunities #onlinecommunity
TV ads must make an impression with people not ready to buy today
As a long-time cord cutter much of my real-time TV exposure happens in a hotel room, and, OMG, most ads these days seem to expect an immense amount of interest and attention from the audience. What are their creators thinking?
Perhaps the most dangerous split in branding is between what brands say and what they do. What brand owners often fail to understand is that the validity Perhaps the most dangerous split in branding is between what brands say and what they do.
Consumers are on a quest to find meaning and brands that succeed are the ones that help them fulfill this quest. In my upcoming book: Brand Hacks – How to Consumers are on a quest to find meaning and brands that succeed are the ones that help them fulfill this quest.
Should Your Brand Use Controversial Advertising? 5 Examples to Help You Decide
In the wake of Gillette's latest ad confronting toxic masculinity, the use of controversial advertising has stoked, well, controversy. But when executed properly, controversial ads can be an unexpected, emotional delight that can deepen your connection with your core audience and help you reach new audiences.
How Lululemon Builds Community To Create an Iconic Brand
While many brands compete in the yoga and fitness apparel space, Lululemon has positioned itself as an industry leader by building community around its brand. The apparel company has cultivated a loyal following, connecting consumers with the tools and experiences …