Communicating with Audiences that don’t read

Kit Jenkins, ABC

Chair

IABC Research Foundation

The audience for this presentation was composed of The audience for this presentation was composed of communications professionals from all over the world. communications professionals from all over the world. Most of them were members of the International Most of them were members of the International Association of Business Communicators who was hosting Association of Business Communicators who was hosting the conference. As you can see by this title slide, I was the conference. As you can see by this title slide, I was the chair of the IABC Research Foundation at that time.the chair of the IABC Research Foundation at that time.

Communicating with Audiences that don’t read Explore the importance of research to help

you develop your global communication plans Hear examples from Thailand, Jamaica, and S.

Africa Learn proven ways to communicate with

audiences that don’t read

What’s in it for me?What’s in it for me?This slide states what the audience will get out of this This slide states what the audience will get out of this presentation.presentation.

Research is the key Find out why your audience acts/thinks the way

it does Document your findings to prove them Use solid secondary research if primary is too

expensive IABC Research Foundation HR consultants (AON, Watson Wyatt, Mercer, Towers

Perrin)

Since I am representing a research foundation, it is not unlikely that I Since I am representing a research foundation, it is not unlikely that I would tie my success to research, as this slide indicates. I want to would tie my success to research, as this slide indicates. I want to promote this free service to our members and make others want to promote this free service to our members and make others want to be members so they can get the research. But also, my conclusions be members so they can get the research. But also, my conclusions are not theoretical projections drawn in an ivory tower; rather they are not theoretical projections drawn in an ivory tower; rather they are based on talking to the people who are actually working this area are based on talking to the people who are actually working this area of alternative media. of alternative media.

Case Study: Thailand

Faced environmental degradation at Songklha Lake

Needed to engage local villagers in solving the problem

High literacy but low level of empowerment Increase awareness of issue & understanding of

solutionsIn 2004 I was the Director of Webster University’s Thai campus. I In 2004 I was the Director of Webster University’s Thai campus. I participated in a weekend field trip with the Buddhist Studies participated in a weekend field trip with the Buddhist Studies students and professor Ted Mayer. We joined many monks in students and professor Ted Mayer. We joined many monks in southern Thailand to bring attention to the environmental southern Thailand to bring attention to the environmental degradation that industrialization was wreaking on the area around degradation that industrialization was wreaking on the area around Songklha Lake. It was revelatory to me to see how the locals used Songklha Lake. It was revelatory to me to see how the locals used alternative ways to get the message across to villagers. The audience alternative ways to get the message across to villagers. The audience didn’t have any sophisticated media.didn’t have any sophisticated media.

Crossing Songklha LakeCrossing Songklha Lake

Solution: Thailand Draw on cultural relationship with monks Tap into deep cultural & religious

connection with Buddhism Call attention to situation without

confrontation Walk around lake and through villages in

meditationIt is helpful to understand the culture of the environment in which It is helpful to understand the culture of the environment in which you want to communicate. This is true whether your communication you want to communicate. This is true whether your communication crosses borders from you or not, but it is essential, essential, that you crosses borders from you or not, but it is essential, essential, that you know the right words, images and approaches for your audience.know the right words, images and approaches for your audience.Thais are deeply Buddhist; the religion permeates every day life. By Thais are deeply Buddhist; the religion permeates every day life. By working with monks, environmentalists were able to take their working with monks, environmentalists were able to take their message to the villagers and be sure of a hearing. Avoiding conflict is message to the villagers and be sure of a hearing. Avoiding conflict is a general Thai personality trait; the audience would prefer not to a general Thai personality trait; the audience would prefer not to create a confrontation.create a confrontation.

villagers and monks in discussionvillagers and monks in discussion

Monks ListeningMonks Listening

monks and villagers crossing rivermonks and villagers crossing river

Results: Thailand Ordained trees to prevent deforestation Held educational seminars for villagers Created a physical communication for all

to see

Cultural trivia – if a monk ordains a tree by draping the tree in Cultural trivia – if a monk ordains a tree by draping the tree in ribbons, it becomes holy and cannot be cut down. The monks used ribbons, it becomes holy and cannot be cut down. The monks used their spiritual power to influence the population, particularly their spiritual power to influence the population, particularly developers, and stop more punishment to the land and water there.developers, and stop more punishment to the land and water there.

monks villagers creating banner

save your mother earth bannersave your mother earth banner

Results: Thailand (Cont’) Developed local solutions

Water testing committee

The water testing committee grew out of a compromise. The villagers The water testing committee grew out of a compromise. The villagers would test the water regularly and report the results. The water would test the water regularly and report the results. The water company would correct any anomalies. Both sides felt they were now company would correct any anomalies. Both sides felt they were now able to participate in good water management and the monks helped able to participate in good water management and the monks helped everyone stay focused on a bigger picture.everyone stay focused on a bigger picture.Religious leaders rarely get involved in these day to day issues in any Religious leaders rarely get involved in these day to day issues in any culture. But you could imagine the spiritual leader in a Muslim or culture. But you could imagine the spiritual leader in a Muslim or Catholic country with similar ability to persuade. It worked in this Catholic country with similar ability to persuade. It worked in this instance.instance.

Case Study: Jamaica Schooling of various levels of quality

throughout the island Government developed a benchmark

testing system (National Assessment Programme)

Public was not cooperating with pre-testing for kindergarten childrenThis project was managed by Ms Berl Francis of Jamaica. A well-This project was managed by Ms Berl Francis of Jamaica. A well-

known public relations professional on that island, she had achieved known public relations professional on that island, she had achieved great success with her awareness plan for HIV/AIDS. The government great success with her awareness plan for HIV/AIDS. The government turned to her once again for help in getting parents to have their pre-turned to her once again for help in getting parents to have their pre-schoolers assessed. “That’s government’s job,” many said, and schoolers assessed. “That’s government’s job,” many said, and refused to heed the government’s call. Ms Francis worked with a refused to heed the government’s call. Ms Francis worked with a psychologist to discover what values drove those opinions and psychologist to discover what values drove those opinions and designed an awareness campaign with culturally appropriate designed an awareness campaign with culturally appropriate techniques.techniques.

Solution: Jamaica• Feature stories in press

Comic stripsMedia campaign with interviews and infomercialsBashment partiesGoals achieved!

What is a bashment party? It’s an animation at a market with lots of What is a bashment party? It’s an animation at a market with lots of music, color and dancing. For this project, Ms Francis engaged a well music, color and dancing. For this project, Ms Francis engaged a well known Jamaican comedienne and her troupe to act out a funny story known Jamaican comedienne and her troupe to act out a funny story (written by the comedienne and Francis) about assessing the (written by the comedienne and Francis) about assessing the youngsters. A stage was set up at the market, music drew an youngsters. A stage was set up at the market, music drew an interested crowd and the drama entertained the audience the ideas interested crowd and the drama entertained the audience the ideas the government wanted to impress on them. the government wanted to impress on them.

Results: Jamaica Gain support for the testing process from the

public Create wide public awareness and support Gain active support of the educational

professionals Educate parents on benefits of testing

The awareness campaign did create a positive atmosphere for The awareness campaign did create a positive atmosphere for assessing pre-schoolers and was considered a success.assessing pre-schoolers and was considered a success.

Case Study: S. Africa One of S. Africa’s oldest life insurance

companies, Old Mutual Demutualize--go public--stock exchange

listing Low literacy rate with 11 different languages Complex subject Not only vote, but vote yes

The shift for the insurance company required communicating The shift for the insurance company required communicating complex information to an audience that couldn’t read English. Many complex information to an audience that couldn’t read English. Many of them can’t read any written word. Notice this point – 11 different of them can’t read any written word. Notice this point – 11 different languages. All materials must be translated into all those languages. languages. All materials must be translated into all those languages. Can you imagine the design challenges that would offer?Can you imagine the design challenges that would offer?Not only was this a complex subject but the audience had to do an Not only was this a complex subject but the audience had to do an action with this information, not only vote, but vote yes. The action with this information, not only vote, but vote yes. The S. African cartoons in the following slides are lively examples.

Solution: S. Africa Mail pack: color-coded materials for visual

identification Cartoons: strong visual element Radio soap operas: story telling Talk shows: personal connection Call center: one on one relationship Advertising: reinforce cartoon message

The talk shows were particularly effective because regular listeners The talk shows were particularly effective because regular listeners felt their friend, the talk show host, was telling them about the vote, felt their friend, the talk show host, was telling them about the vote, not a stranger or impersonal print advertisement. That direct not a stranger or impersonal print advertisement. That direct connection is very important in this society.connection is very important in this society.Think about how these techniques could be used in your country. Think about how these techniques could be used in your country. Some are appropriate but others are not.Some are appropriate but others are not.

Results: S. Africa Worked because it drew on an oral culture

with emphasis on personal contact 64% voted 99.5% voted yes

Know your culture!Know your culture!

Conclusion Study your audience and how they

communicate at home Don’t assume you already know what’s best Do your homework--research Get into someone else’s skin

Back to research. Taking the time to really look at how the situation is Back to research. Taking the time to really look at how the situation is set up can give you wonderful insights. set up can give you wonderful insights.