Engaging the target audience with CASI
CASI stands for Communication Activation Strategy Instrument. It is a Department of Public and Communication (DPC) method of changing behavior with communication. Think of the Bob campaign or Pure Smoke-Free. But how do you better engage the target audience in the CASI process? This question was posed to us by DPC. Together we looked at the current process of CASI.
Understanding thresholds and motivations
Everyone an equal voice
In the design process, you focus on the target audience. But you also want to involve stakeholders and clients as best you can. How do you give everyone an equal voice?
How do you make sure you get really valuable input? And how do you take the input to the next step? We interviewed several CASI facilitators and clients. What were the barriers to engaging the target audience? And what motivated them to do so? We also watched a number of CASI sessions to see how this method works in practice.
In co-creation with the target audience
The HKW and Half Ideas session.
How to best involve the target audience in the design process proved unclear to many facilitators. When do you do this?
And what question do you ask the target group if your ideas are not yet fully developed? Together with DPC, we looked at the CASI manual. Based on this, we designed two different co-creation sessions to better involve the target group in the design process. The HKW session and the Half Ideas session. HKW stands for How Can We. With this session, you come up with ideas together with the target group, stakeholders and the client. With the Half-idea session, you evaluate and improve those initial ideas.
How do you want to engage your target audience?
Day of Behavior
Together with DPC, we presented our insights during BIN NL‘s Day of Behavior. We asked participants how they would engage the target audience in their own process. For inspiration, everyone was given a menu with a choice of resources to use. The co-creation session proved to be the most popular option. Currently, the CASI manual is being rewritten. When it is ready, the HKW session and the half-idea session will also be available!
