Confronted with so many issues each day, people focus on those that require immediate attention. To compete, you must create urgency. This is done through stories that cultivate curiosity or incite anger.
The stories must match a generation that is imaginative, generative, industrious and determined to make the world a better place. They are coming of age with tools that amplify their voices and provide unprecedented power to invent and to create positive change. Messages must provide connection to, and agency over, ensuring a future free from nuclear risk.
The following five ‘Tenets of Communication’ guide the development of language and messages that demand attention and deliver a clear path to action. The first three tenets help us to move our audience from intention to engagement, while the second two tenets guide the actions we attach to that engagement.