From chaos to clarity.
A national health body was running dozens of campaigns, but citizens saw noise not clarity. Messages overlapped, tone shifted by department and impact was unclear. The brief was one unified approach that lifted trust, consistency and performance.
We audited 30+ public campaigns across agencies and found the barriers to clarity and recall. Then a cross-departmental group built a modular playbook that turned policy into plain language for real people. Framing, tone and structure were standardised, and training embedded the model.
What we did
- Audited 30+ campaigns to find message confusion and tonal drift
- Defined the common barriers to trust and clarity
- Ran cross-agency groups to co-create framing and tone
- Built the From Policy to People playbook
- Delivered train-the-trainer sessions for civil service teams
The numbers
The playbook is now embedded in central government comms training and cited as best practice in a national review.
This genuinely transformed how we communicate policy. James got to the heart of it and brought everyone with him.Head of Communications, Public Health Agency
Let me know what's stuck.
A short note about where things are jammed is enough to start. I'll tell you honestly whether I can help, and where the real problem probably sits.