Engaging Diverse Audiences Communications & Engagement Strategy - National Infrastructure Commission Wales

How behavioural science informed
an audience communications & engagement strategy

What services we used

“We are passionate about using the power of behavioural science to improve lives, wherever we can.”

The Brief

Lynn was asked to enhance National Infrastructure Commission Wales’ engagement strategies by targeting traditionally hard-to-reach groups, especially young people, disabled individuals, and ethnic minorities. We aimed to identify the best ways to connect with these diverse audiences effectively and meaningfully. By developing and implementing actionable solutions that address the specific needs and challenges of these groups, we sought to ensure an inclusive and comprehensive engagement approach.

The Approach

We co-developed a 12 month communications and engagement strategy in partnership with key project stakeholders and communities to increase awareness of the Commission’s work amongst specific hard to reach audiences (young people, ethnic minority communities, and disadvantaged), as well as a broader pan-Wales audience.Our strategy was both sympathetic of the media landscape in Wales, and to the media preferences of audiences.

The Impact

We provided a list of key recommendations to National Infrastructure Commission Wales to help them achieve their engagement goals.

These included:

  • Choosing the right channels for their audience
  • Offering resources within their organisation
  • Understanding the role of citizens voices
  • Alternative methods to gaining citizen input
  • Looking beyond social and digital media
  • Adherence to GCS frameworks for evaluation to bolster success of future campaigns

The Behavioural Science

  • Audience Insights
  • Behavioural Diagnostic

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