This document provides guidance for effective communication strategies, recommending speaking to audience values through personal, timely stories rather than abstract ideas or environmentalist language. It suggests knowing the audience, crafting a relevant and empowering message told through stories and metaphors, choosing the right messenger to deliver the message through the proper medium supported by impactful images, and calling audiences to specific action.

1. Key Triggers:
- Personal
- Abrupt
- Immoral
- Now

3. Language
• Ditch the environmentalist language
• Tell a human story
• Make it close in terms of time and space
• Connect with what your audience cares
about
• Talk about the real world, not abstract ideas
• Lead with what you know

4. 1. Know your audience & speak to their
values
2. Make it relevant and empowering
3. Tell stories, use metaphors
4. Ditch the traditional
5. Test it
Top Tips

5. Audience
Message
Messenger
Medium
Images
Action
Who are you talking to & what are
their values?
What do you say to them?
Who is saying it?
How is it said?
What icons will you use?
What do you want them to do?
Communication Campaign Strategy Design