Heerlijk Helder - plain.difi.no...Heerlijk Helder (‘Delightfully Clear’) The Flemish campaign...
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Heerlijk Helder (‘Delightfully Clear’) The Flemish campaign for plain language for governmental organizations Contact Dirk Caluwé & Karen Deschamps taaladvies(at) vlaanderen.be heerlijkhelderetaal.be where? Flanders (Dutch-speaking part of Belgium) who? • initiative of the Flemish Government • for 54 organizations of the Flemish Administration (28,000 employees) • in collaboration with Direct Duidelijk (the Netherlands) when? COMMUNICATION = BEHAVIOUR insights from behavioural sciences can help to improve (governmental) communication • preservation of autonomy and control (increases motivation) organizations choose their own plain language objectives • long-term perspective (changing people’s behaviour takes time) sustainable effect rather than quick results • wide range of behaviour change interventions in order to overcome the various obstacles for plain language (e.g. lack of awareness, knowhow, support …) 7E model DEVELOP CAMPAIGN STRATEGY MAKE TEXTS MORE EFFECTIVE Nov. 2017 campaign kickoff Feb. 2018 organizational objectives for 2018 Feb. 2019 self-evaluation of objectives Oct. 2019 organizational objectives for 2019-2020 How do you get attention for your message? How do you get people to take action ? How can you motivate people to carry out a task? How do you deal with resistance ? Belgium FLANDERS FRANCE GERMANY THE NETHERLANDS Enthuse Encourage Exemplify Enable Engage Experience Enlighten • many texts from public administrations attempt to influence behavior (e.g. request to pay a debt, to fill in a form) • compliance with written requests can be increased by using plain language and behavioural techniques • collaboration with Behavioural Insights Team: - checklist of behavioural techniques for letters and mails - common workshops - tool for pretesting (in preparation)
Transcript of Heerlijk Helder - plain.difi.no...Heerlijk Helder (‘Delightfully Clear’) The Flemish campaign...
Heerlijk Helder(‘Delightfully Clear’)The Flemish campaign for plain languagefor governmental organizations
Contact Dirk Caluwé & Karen Deschamps
taaladvies(at)vlaanderen.be heerlijkhelderetaal.be
where?Flanders (Dutch-speaking part of Belgium)
who?• initiative of the Flemish Government• for 54 organizations of the Flemish
Administration (28,000 employees)• in collaboration with Direct Duidelijk
(the Netherlands)
when?
COMMUNICATION = BEHAVIOUR
insights frombehavioural sciences can help to improve
(governmental)communication
• preservation of autonomy and control (increases motivation)
organizations choose their own plain language objectives
• long-term perspective (changing people’s behaviour takes time)
sustainable effect rather than quick results
• wide range of behaviour change interventions in order to overcomethe various obstacles for plain language (e.g. lack of awareness,knowhow, support …)
7E model
DEVELOP CAMPAIGN STRATEGY MAKE TEXTS MORE EFFECTIVE
Nov. 2017campaign
kickoff
Feb. 2018organizational objectives for
2018
Feb. 2019self-evaluation of objectives
Oct. 2019organizational objectives for
2019-2020
How do youget attentionfor your message?
How do youget peopleto take action?
How can you motivate people
to carry out a task?
How do you dealwith resistance?
Belgium
FLANDERS
FRANCE
GERMANY
THENETHERLANDS
Enthuse
Encourage
Exemplify
EnableEngage
Experience
Enlighten
• many texts from public administrations attempt toinfluence behavior (e.g. request to pay a debt, to fill ina form)
• compliance with written requests can be increased byusing plain language and behavioural techniques
• collaboration with Behavioural Insights Team:- checklist of behavioural techniques for letters
and mails- common workshops- tool for pretesting (in preparation)
