Co-designing communications campaigns for maximum impact

Lucinda Rouse and Dami Adewale are joined by Claire Gauci, public safety campaigns and programme manager at the Canal and River Trust, and Emily Rayner, senior consultant at the behaviour change and communications agency Claremont.

Claire describes how a video intended to educate teenagers about water safety fell flat, prompting the charity to adopt a co-design approach involving a youth group in Wigan.

She explains how the process led to a realisation that social media was not an effective way to reach the target audience for its water safety campaign, with young people expressing a preference for an interactive classroom environment.

Emily outlines the principles of co-design and some common methods used in successfully co-designed campaigns. She suggests some cost-effective ways to embark on co-design in the absence of generous budgets.

Also in the episode, Dami recounts his two days in court as the judicial review opened into the Charity Commission’s inquiry into Kids Company. 

You can find guidance about co-designing campaigns from Claremont here.

Do you have stories of people whose lives have been transformed for the better thanks to your charity? If so, we’d like to hear them! All it takes is a short voice message to be featured on this podcast. Email lucinda.rouse@haymarket.com for further information.

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