Why “good information” keeps losing

• Platforms optimise for engagement mechanics, not virtue

• Most campaigns measure outputs (posts, impressions) not audience shift

• Messaging stays segment-blind, so it performs inside the base and dies outside it

What this pilot is

Audience reality check: map reachable persuadable segments by motivation and media behaviour

1. Narrative hypotheses: develop competing message angles designed for social currency not internal consensus

2. Rapid testing: run controlled tests in real distribution, iterate weekly based on performance

3. Traction system: hand over templates, cadence and decision rules so your team can keep doing it

Who it’s for

• Civil society orgs, foundations, civic-tech initiatives, public-interest media

• Teams with a real narrative challenge and the ability to ship content weekly

What you need to bring

• One clear objective (what shift you want)

• Access to your channels and analytics

• A delivery lead (someone who can execute between sessions)