How to make the message clear and ‘sticky’

Estimated reading time 4 minutes.

If I were to ask colleagues, working in different services from across the partnership could they name the current Norfolk Safeguarding Adults Boards priorities …. I am afraid to say they probably would not know.

And I am not thinking here about answers with in-depth detail, just the board take, the headlines. In contrast the key safeguarding messages for children given by the Norfolk Safeguarding Children Partnership are very clear.

By way of an example, I bet you will know straight away what the following seven messages link too:

1. It does exactly what it says on the tin
2. Think Different
3. Because You’re Worth It
4. Think Small
5. Good things come to those who wait.
6. Have a break… ...
7. You either love it or hate it

Did you get them all, I am sure you did (see below for the answers).

All these messages (slogans / taglines) work because they skilfully combine several key elements. They work because they are simple, memorable, and emotionally resonant. The simplicity ensures clarity and ease of recall, while an emotional connection makes the message personally meaningful. These messages worked because they tapped into deep emotional needs, transcending mere product promotion.

An example of this was the ‘Just Do it’ advertising campaign by Nike, understood to be one of the most impactful in history. Launched in 1988, this campaign not only revolutionised Nike’s brand image but also became a cultural touchstone that transcended sports.

Why? The slogan, ‘Just Do It', was more than just a tagline - it encapsulated a mindset, a call to action that resonated deeply with a broad audience. By focusing on self-empowerment, the campaign made Nike synonymous with personal drive, grit, and athletic excellence.

But what made ‘Just Do It’ particularly impactful was its ability to appeal to both elite athletes and everyday people. Nike's initial campaigns had been focused primarily on professional sports figures. However, with ‘Just Do It,’ Nike expanded its messaging to include everyone, regardless of their athletic ability. The message was simple: anyone could be an athlete, and all it took was the willingness to push beyond limits. This democratisation of the athletic ideal helped Nike break through the clutter of sports advertising and position itself as a lifestyle brand.

In terms of business impact, the campaign was a game-changer. Nike's sales skyrocketed from $877 million in 1988 to over $9 billion a decade later. ‘Just Do It’ helped transform Nike to have global impact, not only in the realm of sports but as a symbol of motivation and achievement.

Just consider for one moment how positively impactful it could be if we were able to create the ‘Just Do It’ slogan equivalent for adult safeguarding.

Earlier in the year NSAB’s Business Group looked at how to make our work more focussed (and by association make our messaging clearer). The current NSAB strategy for 2023-26 has 16 priorities. All necessary but was such a spread it is hard to focus in on specifics. The work helped us pick out the three important ones for this year.

With these selected, could I find a way to translate these into clear, simpler and much easier to understand statements? The three statements I have been trying to write are to summaries the following priorities:

Strategic aim	Priority
Prevention	Coordinate partnership activities using an evidence-based approach, using language and material that is relevant and accessible, that: raises safeguarding awareness amongst the people of Norfolk targets safeguarding awareness for particularly vulnerable groups, usingan evidence based approach promotes engagement with the resources of NSAB and its subgroups.
Managing and responding to concerns and enquiries about abuse and neglect	Recognise the different needs and barriers to access which vary across our communities and aim to be inclusive in all aspects of safeguarding
Learning lesson & improving practice	Produce / share relevant insights and guidance across our multi-agency partnership

After lots of scribbling I come up with:

1. Relevant & clear material to raise awareness

2. Safeguarding for all

3. Sharing key learning (helping to show our impact)

I don’t think these statements are finished, and this is where you can help. Have a look at the three priority statements, can you capture it in a sentence short sentence? Please have a go and send me your suggestions.

Thank you.

Walter Lloyd-Smith

Norfolk Safeguarding Adults Board Manager

Email: [email protected]

 

Here is the list of 7 products and their slogans:

1. It does exactly what it says on the tin – Ronseal
2. Think Different – Apple computers
3. Because You’re Worth It – L'Oreal
4. Think Small - V Volkswagen. This is widely considered to be one of the most effective (and memorable) advertisements in history, and it from 1959!. Marketing the brand’s iconic ‘Beetle’ car, focused primarily on the Beetle’s form, which was considerably smaller than most cars being sold at the time. This turned a potential disadvantage into a unique selling point,
5. Good things come to those who wait – Guinness
6. Have a break… - KitKat
7. You either love it or hate it – Marmite