Research Director of Pollinate, Morgan Owen, discusses how governments should communicate in a way that gives them a greater chance of tackling problems that exist today.
Morgan believes that the dominant frame of government messaging today is negativity.
Governments too often rely on fear and anxiety to create behavioural change.
According to Morgan, negative messaging fails to fully engage the complexity of an issue.
Morgan proposes a new marketing approach that places positivity and hope at the heart of messaging. Hope is the best way to engage with complex problems like climate change and COVID-19.
Morgan will give you tips on how to make messaging more positive. He suggests that you appeal to universal human values that unite people rather than divide them. He also recommends co-designing positive messaging so as to understand the positive perspectives of a diverse range of stakeholders.
After watching this video, you will be able to:
- Differentiate negative and positive messaging in government communication.
- Understand the importance of positive messaging to your communications strategy, as well as the importance of hope to the solution of complex problems.
- Understand what positive messaging looks like, and exactly how to implement it.