Harnessing the science of social marketing in communication materials development and behaviour change for improved water Quality in the GBR a desktop review (Old ID 23130)
Role
Collaborator
Description
This project extends project 2.1.3 which contains an analysis of communications to land holders for the Reef Trust Tender-Burdekin and the Reef Programme concerning readability, message framing, message tone and visual imagery, factors that significantly impact on message acceptance, engagement and adoption of recommended behaviours. The analysis identified that 1. Material is written in too complex language 2. Message tone may be a barrier 3. Visual imagery may have unintended effects These findings have implications across wider programs and there has been considerable interest in extending this analysis to assist in developing and revising foundational material and messages.
Date
01 Jan 2017 - 10 Dec 2017
Project Type
N/A
Keywords
readability;visual imagery;message framing;Social Marketing;message tone;Communication Effectiveness
Funding Body
Department of the Environment and Energy
Amount
19000
Project Team
Rachel Hay