By making abstract facts more relatable and personal, we create a powerful opportunity to change perceptions and behaviour. This campaign is a great example.
In a world of endless statistics and factoids, when trying to compel people to take action or even just take notice, numbers alone might not be persuasive enough.
To be convincing, we might need a different way. Something more impactful through being more relatable.
This recent campaign by employment firm Indeed has got it right.
Making statistics relatable with believable, painful metaphors
Here, they're using Metaphorical Shortcut to turn an abstract statistic into something real, leading with a series of everyday objects that you or I might own.
In this way, we immediately connect with the campaign on a personal, relatable level.
The campaign then makes powerful use of Loss Aversion by embodying the statistics within these objects. This incompleteness triggers feelings of discomfort, whether that's through the impracticality of a broken umbrella or a more personal violation of our own food.
Bringing the point home
To close, the simple question is raised as to why, if these situations aren't okay for us, why should they be for women who are paid 16% less?
By making abstract statistics objectified, personal and relatable, we're hard-wired to connect with them. By then triggering a sense of loss in such objects, we're primed to feel discomfort. Finally, when the more broader concept of pay inequality is then posed, we can't help but be affected by it.
This is a powerful campaign that understands how to use statistics well to change behaviour for the better.
Relatable
Communication
Making statistics hit hard
By making abstract facts more relatable and personal, we create a powerful opportunity to change perceptions and behaviour. This campaign is a great example.
In a world of endless statistics and factoids, when trying to compel people to take action or even just take notice, numbers alone might not be persuasive enough.
To be convincing, we might need a different way. Something more impactful through being more relatable.
This recent campaign by employment firm Indeed has got it right.
Making statistics relatable with believable, painful metaphors
Here, they're using Metaphorical Shortcut to turn an abstract statistic into something real, leading with a series of everyday objects that you or I might own.
In this way, we immediately connect with the campaign on a personal, relatable level.
The campaign then makes powerful use of Loss Aversion by embodying the statistics within these objects. This incompleteness triggers feelings of discomfort, whether that's through the impracticality of a broken umbrella or a more personal violation of our own food.
Bringing the point home
To close, the simple question is raised as to why, if these situations aren't okay for us, why should they be for women who are paid 16% less?
By making abstract statistics objectified, personal and relatable, we're hard-wired to connect with them. By then triggering a sense of loss in such objects, we're primed to feel discomfort. Finally, when the more broader concept of pay inequality is then posed, we can't help but be affected by it.
This is a powerful campaign that understands how to use statistics well to change behaviour for the better.
What’s a Rich Text element?
The rich text element allows y
ou to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
Relatable
Communication
Making statistics hit hard
By making abstract facts more relatable and personal, we create a powerful opportunity to change perceptions and behaviour. This campaign is a great example.
In a world of endless statistics and factoids, when trying to compel people to take action or even just take notice, numbers alone might not be persuasive enough.
To be convincing, we might need a different way. Something more impactful through being more relatable.
This recent campaign by employment firm Indeed has got it right.
Making statistics relatable with believable, painful metaphors
Here, they're using Metaphorical Shortcut to turn an abstract statistic into something real, leading with a series of everyday objects that you or I might own.
In this way, we immediately connect with the campaign on a personal, relatable level.
The campaign then makes powerful use of Loss Aversion by embodying the statistics within these objects. This incompleteness triggers feelings of discomfort, whether that's through the impracticality of a broken umbrella or a more personal violation of our own food.
Bringing the point home
To close, the simple question is raised as to why, if these situations aren't okay for us, why should they be for women who are paid 16% less?
By making abstract statistics objectified, personal and relatable, we're hard-wired to connect with them. By then triggering a sense of loss in such objects, we're primed to feel discomfort. Finally, when the more broader concept of pay inequality is then posed, we can't help but be affected by it.
This is a powerful campaign that understands how to use statistics well to change behaviour for the better.
What’s a Rich Text element?
The rich text element allows y
ou to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
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