Challenge
To help people engage in constructive conversations, a client wanted to promote the public’s understanding of the electricity transmission network. It commissioned experts to write a detailed appraisal. Although this is a valuable resource for people who want detailed information, the client was looking for a suite of clear, engaging explainer materials that would help communities participate in informed discussions about potential upgrades in their areas. It also wanted to test and validate its understanding of public attitudes towards transmission infrastructure while reaching a diverse range of audiences.
The appraisal and explainer content was needed to support a second project. This meant that the supporting work had to be delivered while the experts were writing the appraisal document.
Approach
We brought in our sister company, BMG Research, to perform quantitative and qualitative (focus group) research to guide the overall project and check it addressed the right topics.
Given the tight timeframe, we mobilised quickly and worked closely with our client and its third-party experts. We used an early draft of the appraisal to begin writing scripts and developing storyboards for the animations. These highlight trade-offs between technology and route options, for example, overhead wires versus underground cables. Starting early was vital to allow time to engage with a wide team of subject matter experts, record voiceovers in English, Welsh and Gaelic, and create the animations. We also created supporting infographics, an interactive schematic and social media content.
The third-party experts produced a shorter “explainer” version of their 90-page appraisal, which we edited and condensed to 20 pages, supplemented with focus-group quotes and aligned with our client’s tone of voice. We also edited the longer document, reducing long sentences where needed and applying the client’s written style.
Value delivered
Together, these materials form a valuable resource, giving people the knowledge to help them engage in informed discussions. They can quickly toggle between options using our interactive schematic, for example, to compare the pros and cons of on- and offshore routes. People who want to know more can watch our animations, presented in seven bite-size sections, and read the clearly written and presented explainer report. And for a deeper dive, interested parties can refer to the appraisal document, edited to be in simple, plain language.