Natural Resources Wales

Draft — Coastal Communities

Early concept for coastal-erosion adaptation awareness, encouraging residents of at-risk coastal towns to attend local adaptation drop-ins and understand what changes are coming to their shoreline.

Sustainability & EnvironmentPublic services26–3536–4546–5556–6565+coastal-concept-deck.pdfhero-seafront-highwater.jpgdrop-in-poster-draft.pdf

Channel performance

Forecast fit and practical recommendations for each channel this campaign is planned on. Recommendations are specific to how the audience typically consumes the channel.

Channel

Social static

In-feed static competes with high-frequency content. One clear message beats a busy composition.

Channel fit

Adequate fit

Attention64

Comprehension65

Likelihood to act39

Practical recommendations

4 recommendations

Prioritise one statistic or message.
critical
Why
Single-focus creative outperforms multi-message stacks in feed.
Audience need
Scrolling audiences
Use a direct headline.
critical
Why
Ambiguous headlines are skipped rather than decoded.
Audience need
Low-attention viewers
Avoid excessive body copy.
recommended
Why
Dense copy reads as promotional and reduces engagement.
Audience need
General social audiences
Make the call to action visible without opening the caption.
recommended
Why
Captions are truncated by default on most platforms.
Audience need
Non-clicking viewers

Channel

Out-of-home

High reach, extremely short dwell-time. Success depends on a single, instantly legible message.

Channel fit

Strong fit

Attention69

Comprehension60

Likelihood to act46

Practical recommendations

6 recommendations

Reduce the campaign to one message.
critical
Why
Drivers and pedestrians typically read OOH in under three seconds; competing messages are lost.
Audience need
Time-poor commuters and passers-by
Keep the headline below approximately seven words.
critical
Why
Shorter headlines materially increase recall on roadside and rail formats.
Audience need
General public with divided attention
Increase contrast between hero and background.
recommended
Why
Improves legibility from distance and in poor light.
Audience need
Older audiences and low-vision viewers
Remove supporting policy detail.
recommended
Why
Detail belongs on the landing page, not the poster.
Audience need
Low-engagement audiences
Use a short memorable URL or QR code.
recommended
Why
Provides a low-friction bridge to detailed information.
Audience need
Interested passers-by who need more depth
Ensure the campaign can be understood in three seconds.
critical
Why
Matches average OOH exposure across formats.
Audience need
General public