Lightning talk (20 slides x 15 seconds each) given by Chris Atherton at Content Strategy Lightning talks in London, 26th Feb 2013. All mistakes my own :o)

1. Okay, so the original title was supposed to be “Malcontent
Strategy: where UX at?” Sorry about that.

2. I am not a content strategist. This seemed important
to mention, as most people in the audience were.

3. I took part in this work with the lovely folks at @numiko.
Mad thanks to them, and to TTC for working with us :)

4. c.f. stigma, then multiply that by one millionty* for under-18s.
* approximately

5. Time To Change commissioned Stephen Collins
to create these cartoons (among others).

6. (I think they’re great.)

7. TTC already had a strategy and website in place for adults.
But young people’s needs are different, maybe more complex.

8. So we were designing a digital strategy and a
content strategy at the same time. Eh, we like a challenge ;)

9. Thank you to all the young people who spoke to us. They were
generous with their time and insights — and brave, too.

10. However, despite wanting to support the campaign, many were
concerned about how their support would be interpreted.

11. And despite being very sympathetic towards celebrity mental
health stories, a lot of young people found it hard to relate.

12. We used all these little insights to develop personas …

13. … thirteen personas is a lot, but we were
trying to address the needs of all young people.

14. By now we had 60something pages of research and insight, so
I started looking for ways of making it more apprehendable.

15. Eventually I found a way of mapping the campaign space that
seemed to make sense: knowledge vs. engagement.

16. We mapped all the personas onto the space, with the aim of
helping young people travel upwards and to the right …

17. … and that became our content framework.

18. This helped us identify content requirements to help young
people move in the direction of advocacy…

19. … and helped us identify young people who might reject the
campaign, and develop sharable content for their peers.

20. We were thrilled that the client loved our work
and found the map (content framework) so useful.

21. Thanks for reading! I’m always happy
to chat about this work, so please do say hi —
I’m @finiteattention on Twitter.
Please also consider supporting Time To Change:
http://time-to-change.org.uk/
I’ll be giving a longer, gnarlier account of this work
at #confabUK in March 2013. See you there?