As comms professionals, we all want to be mission-driven, and be seen as the ones championing difficult issues. We’re unafraid to have brave discussions and are passionate about giving a platform to those who are often forgotten in these conversations.
However, in our quest to be seen as bold and brave, are we doing more harm than good?
We brought together a panel of experts to understand how to talk about taboo topics, and explore what the right way to tackle them is. Is it as simple as just starting the conversation and creating buzz – or is there something else that needs to be done first?
Our key takeaway was that making noise around an issue isn’t the same as moving the needle on awareness, or amplifying the voices of those impacted. Whether you’re planning a campaign or trying to connect with a new audience, there are several things to consider. It’s crucial to be inclusive and respectful of the issue, whilst also putting yourself in the best possible position to raise awareness.
- Create psychological safety
Many taboo topics aren’t limited to one issue, and there may be a myriad of concerns that affect a person or their loved ones. What we perceive as the biggest issue they’re facing, e.g. a medical condition, may not be the biggest issue to them: they may be more affected by, for instance, stigma, shame or a lack of support.
It’s also important to consider intersectionality – sometimes, we only see one type of narrative around what a certain situation or disease looks like, which can end up excluding the experiences of those who are most vulnerable.
Sharing a personal story can take a lot of courage, and people may feel discouraged if they feel they’re being judged or put in stereotypical boxes over and over again.
- Watch your language
We may think that diving in headfirst and using punchy language is the way to grab people’s attention, but it might have the opposite effect.
It’s important to research what your target audience responds to – both in terms of specific words to use and communication styles. Often, it’s about taking a step back to simply listen – whether it’s to the people affected, community leaders, faith leaders or others, instead of trying to impose the narrative you or the organisation want to pursue.
- Know when to say no
“All publicity is good publicity” doesn’t apply when we’re dealing with sensitive topics. Sometimes, this can end up doing more harm than good.
Yes, as comms professionals, we have a job to do. However, we need to remember the [often vulnerable] people at the heart of the issue, and we need to prioritise their wellbeing. Ultimately, if the campaign doesn’t feel right, or the imagery or language doesn’t feel inclusive or representative, then it risks undoing any progress made towards destigmatising the issue.
Many taboo-related campaigns tend to resort to shock factor or clickbait, but this can do very little for the people who are actually impacted and could end up causing damage instead.
- Celebrities can help move the dial – or stall a campaign before it’s gotten off the ground
There are some great examples of campaigns, such as the work Davina McCall has done with menopause, where a celebrity has completely transformed public awareness and engagement with a certain topic. However, the work doesn’t end once you’ve signed a celebrity brand ambassador. Focusing too much on one person, or choosing the wrong one, can eliminate the much-needed nuance in a conversation.
It’s important to think carefully about the conversations we want to generate – do we want people to see themselves in the celebrity? Start a conversation with a loved one? Or become a champion for the issue?
Regardless of the chosen approach, the celebrity’s story needs to feel natural and organic to the issue, and helps to open up a wider conversation, as opposed to limiting it.
So, what is the first step?
Sometimes it’s best to stop what we’re doing, listen, and think: is this campaign or conversation something that people affected by the issue need? Will this help them? Will this convince people who aren’t affected to care?
If yes, you’re in luck – sounds like you have a winning purpose-driven campaign on your hands. When done well, the right campaign can do wonders in championing a cause, rallying people around it, and holding the powers that be accountable. However, done badly, it can isolate those affected by the issue, and perpetuate unnecessary stereotypes that hang around for a long time to come.
If you’re in doubt, go back to the drawing board. There are many examples of campaigns that have fallen flat or faced backlash because they failed to consider the affected communities at the heart of the issue.
If you’d like some advice on a digital or press campaign you’re thinking about, or need help navigating a taboo topic, feel free to get in touch with our experts at Stand at ask@thisisstand.com