Implications from Key findings
Drawing on insights from this integrated research project, combining social media analysis, news media analysis, and opinion research (both opinion leaders and broader publics), campaigners can increase the effectiveness of campaigning and messaging by considering the following points.
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There is a crisis of shared global negativity and pessimism.
Acknowledge the challenging environment.
In the context of negativity and hopelessness, it can be difficult to get our issues heard, and to communicate progress. Failing to recognise feelings of insecurity, anxiety, and pessimism can make us sound out of touch and turn off audiences.
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In this context of hopelessness, health is a source of hope.
Use health as an entry point for broader development issues.
Greater optimism about health progress shows that health is a more effective starting point than a more general framing.
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Innovation is a notable driver of optimism.
Innovation inspires optimism about progress.
Opinion leaders and public audiences both respond well to innovation as a driver of progress in health. Social media analysis also shows innovations linked to AI and digital health generated mainly supportive comments/content.
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Global health conversations online & in the media are disconnected from people’s concerns.
When pitching global health stories, bridge to the issues people care about.
Stories on Covid-19 get lots of media coverage but they are no longer cutting through with our audiences.
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Global South voices are valuable in donor country communications.
Use Global South voices sharing their advice and guidance instead of their need to make your case in donor countries.
Testing shows no preference for donor voices in donor countries, combined with higher levels of optimism in implementing countries, making these voices impactful messengers.
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We must meet people where they are: tapping into issues they care about.
Lean into the messaging that resonates right now.
The most impactful arguments for funding global health include:
a. “Micro” economic self-sufficiency messaging
b. Global health security messaging
c. More emotional messaging, particularly leaning into a feeling of anger
d. Equity and “health as a basic need” framings also resonate
Resources
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