AdaptNSW by NSW Government
Helping NSW understand and adapt to climate change.
We developed a communication and content strategy to inform and empower communities, businesses, households and government to adapt to climate change.
AdaptNSW is a website run by the NSW government that provides the people of NSW with credible information to help them understand and implement strategies to adapt to climate change.
The AdaptNSW team approached Focus Creative to help develop the existing website to communicate to a broader audience, and help create a strategy that drives users to the site to find out more.
We began by conducting research to understand our target audiences and define their key motivators for responding to climate change. We found that the people of NSW were looking for information on climate change that was local to them – and from a source they could trust.
While the AdaptNSW website contained large amounts of valuable information, the content was perceived as very technical and science-based. Our research indicated that content was difficult to understand for non-scientific visitors.
Creating a content framework to appeal to a broad cross-section of the NSW population.
Our approach to tackling the challenge was to begin by identifying AdaptNSW's 'Why". Why would a person come to the AdaptNSW website rather than one of the many other sources of information?
We created a new positioning line; 'AdaptNSW. Helping NSW adapt to climate change. Get the facts. Take action. Create a resilient future.'
We then identified three communication pillars to define what AdaptNSW stood for. Those pillars were:
1. A trusted source of information
2. Localised content
3. Helps me take action
Each of these pillars spoke to the needs of visiting audiences and positioned AdaptNSW as the destination for credible information.
We then mapped our overarching messaging framework against the needs and wants of each of our four audience groups. The result? Tailored messages designed to engage and activate these audience groups.
Finally, we looked at each media channel most suited to reaching our audiences and developed a content plan for all messages, from awareness to engagement. The final result was the launch of a new AdaptNSW website, which now appeals to a broader cross-section of the NSW population. It arms them with the information and tools they need to adapt to the impacts of climate change, whilst the NSW Government works on mitigation and reducing impact.
