MOBILISE - Ceating campaign messages that will resonate with your audiences

Messages are used to communicate with and encourage individuals to change their environmental behaviours.
To develop effective messages, the following process can be followed:

MOBILISE_Checklist_MessageDevelopment_Screenshot

  1. As-is analysis: please refer to Interviews, surveys and checklists to analyse your audiences
  2. Use brainstorming in your team to develop message concepts. Include users, e.g. through focus groups, to get their opinion. Ensure representativeness (e.g. children, adults and older people, or different ethical groups)
  3. Assess the concepts collected. Helping questions include:
  • Is the message involving, important, relevant to the receiver?
  • Is the information useful for busy people?
  • Is it professionally / convincingly delivered?
  • Is the source credible / trustworthy?
  1. Fine tune messages based on your assessment.
  2. Run the messages by a wider audience (e.g. through a paper survey posted at the entrance of the building or in waiting rooms) to collect their opinion.
    Messages are used to communicate with and encourage individuals to change their environmental behaviours. Helping questions include: Is the message involving, important, relevant to the receiver? Is the information useful for busy people? Is it professionally / convincingly delivered? Is the source credible / trustworthy?, etc.

All messages should tick the boxes of being relevant, interesting, credible, clear, convincing, and come from a trusted source. The complete process of creating messages is available to PAs using EDI-Net.
Tip: In EDI-Net messages are usually oriented around topics that are close to the target audience. For example, in an economic crisis with job uncertainty, municipal workers would most likely support the idea that energy saving contributes to saving municipal money and therefore helps to keep jobs. Apart from financial topics others include environmental and ecological, cultural and institutional influences.
Channels like face-to-face and video meetings (e.g. dedicated workshops or other local city events) offer the most effective results and should be applied when possible. However, the right mix should be selected based on the as-is analysis for each individual PA.
You will find attached a list which you can use for your messages collected through brainstorming and focus group. Identify the target audience for each message, and have each message rated by representatives of the target audience using a scale from 1 to 10, whereas 10 is a score given to a message that the audience highly identifies with. Decide which threshold to use to select the most suitable messages (e.g. all messages rated 7 or higher).

Content is part of the Mobilise Repository.

@kletten Would you like to share some of the messages you are using at DMU that resonate with students? Thanks!

Hi @strahil.birov, apologies for the delay in responding. I have been off work for several weeks with a broken colar bone. I will start to add some messages that we use in due course. Thanks Karl

Get well soon Karl! :face_with_head_bandage: