Using education in effective ways
We wanted to come up with a simple method for
thinking about the quality of information we use to
influence people’s attitudes and behaviours. We think
it is important that all educational information, whether
shock-based, or information-based, is designed to be
C.L.E.A.R. By this, we mean that it should be: Current,
Local, Evidenced, Attractive, and Relevant. This is based
on what the research tells us about how we respond
to information (and how different people respond
differently), what drivers say about how they experience
education, and what we have learned from talking to
our innovators in this project.
CURRENT - Information being presented, images and
videos being used, and suggestions for behaviour
should always be up-to-date, contemporary and useful
for individuals ‘today’. Where information or images
are outdated, or are no longer relevant to the lives
of those target people, it may provide them with an
opportunity to ‘switch off’ or distance themselves from
the information being presented, or give the impression
that our information or statistics are also ‘out-of-date’.
Modern vehicles, contemporary fashions, current
technologies (being used in up-to-date ways) should
be sourced and used. We don’t want our audience to
get distracted by amusing old hairstyles or phones that
look more like walkie-talkies (see the image on this
page). This can mean regularly checking and reviewing
the content of our campaigns and interventions to make
sure that we have not accidentally become out-of-date.
Individuals may think that, as modern technology (like
theirs) is different to that being shown in the images, the
consequences of using it are different.
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