To better connect with your audience, you should familiarise yourself with value-based messaging and consider incorporating it into your campaigns.

1. COMMUNICATION IN OUR LINE OF WORK IS
ABOUT BUILDING TRUST AND ACTION.

2. OUR AUDIENCE CONTEXT
Is extremely diverse culturally, linguistically and geographically. But we
online share some common traits...

3. We like things that make us feel 'good'
Mobile phones are prevalent in RSA
We can get online
Content, information and action sit in the palm of our hands

4. see the slides

5. WE ARE DRIVEN AND MOTIVATED BY THE
THINGS THAT MATTER TO US

6. PARTICIPATION IS BUILT WITH EMPATHY, CONNECTION
AND A SENSE OF POSITIVE OUTCOMES
See the video

7. WE COLLABORATE BETTER WHEN WE
KNOW WHY WE ARE DOING
SOMETHING AND WHY IT'S IMPORTANT

8. The solutions we are working on offer a
compelling narrative and a reason to get
involved.
If you can tell people how their
contribution will lead to tangible change,
they are more likely to feel motivated to
engage and stay.

9. RESILIENCE
FAMILY
RIGHTS AND JUSTICE HELP AND SUPPORT
DUTY
REBELLION AND OR
RESISTANCE
INCLUSION
HEROISM
JOY
LOVE CREATIVITY
TOLERANCE OF OTHERS
COMMUNITY STRENGTH
PERSONAL HEALTH
SAFETY
VALUES

10. APPEAL TO VALUES:
What's at stake here for
this audience?
PROBLEM THAT NEEDS SOLVING: WHAT'S THE PROBLEM
CONTEXT?
AUDIENCE
SOLUTION:
What is this solution? how
does it work and how do we
participate?
ACTION:
What can we do to help solve this, with you?
TOPIC/ THEME

11. WHAT ARE YOUR ORGANISATION’S VALUES?
Why would people get involved with you? What's at stake? What would
they lose if they didn't?
What bigger solutions are you using to encourage action and
participation? How do you tell your solution stories?
Is your content centred on action? What actions do you encourage and
how do these lead to impact?