No Room for Spin

The term ‘spin doctor’ is often used to describe government communicators. In reality, government communicators are here to inform the community about important issues. We deliver messages that impact people’s lives and, in some instances, help to save lives. And in doing so, there is no room for spin.

Government communication is a balancing act

Government communicators make it easy for people to understand complex policies and initiatives. Our goal is not to ‘spin’ political rhetoric but to help people make informed decisions about their lives. Accessible government information is essential for a well-functioning democracy, where informed citizens can better participate in civic processes.

However, public communication requires a delicate balance between clarity and creativity. It's a challenge that demands effective communication strategies and an innovative, engaging approach.

While our primary purpose is to inform, it doesn’t mean government ads have to be uninspired repetitions of dull facts and figures. Equally, it’s not about making over-the-top ads that grab attention at any cost. The best government advertising strikes a delicate balance of informative and creative. We must engage the intended audience while ensuring the core message is easily understood.

Lighthouse advertising

Think of government advertising as a lighthouse. As the job of a lighthouse is to guide ships to shore, public communication guides people on important civic information. But just because something serves a practical purpose doesn’t mean it can't also be beautifully designed. The key is ensuring the bright, illuminating light of the message always comes first. A lighthouse can be creatively crafted and purposefully functional all at the same time. And so can government communications as long as the central message shines through, leading the way without getting lost in the design.

There are many notable examples of ‘lighthouse’ public communications. Two that stand out in Australia are Victoria’s Dumb Ways to Die and Cancer Council’s Slip, Slop, Slap. Both used a catchy song and quirky animated characters to deliver important safety messages in memorable and engaging ways. Years after these campaigns launched, I’m sure you can still sing those songs in your head.

These examples show how creativity in government advertising can make critical information more memorable and impactful. However, creativity should not be the starting point. The message and its clarity should always lead, with creative elements used to enhance it.

Good government advertising also avoids the 'machine gun' approach of overwhelming citizens with too many messages. Instead, it carefully crafts appropriate messages for each medium, ensuring that core information remains clear and easy to understand.

The importance of clear communication during a crisis

While engaging messages can be fun and quirky – even about serious topics like those mentioned above – when it comes to crisis communications, clarity is everything. The importance of clear government communications was especially evident during the COVID-19 pandemic.

Having led campaigns during this critical time, I know that clear information can be a matter of life and death. There is no room for ambiguity and misinterpretation when conveying crucial health and safety measures. People must understand what you are saying. The pandemic showed how important it is for government advertising to be clear and compelling to keep people safe and well.

Combining effectiveness and creativity

The best government ads strike a balance between creativity and comprehension. They are thought-provoking, emotionally engaging or humorous while clearly conveying crucial information. Road safety campaigns have done this well, blending emotional impact with clear communication.

South Australian advertising agencies have successfully created many public information campaigns, earning national awards for their compelling messaging. This success shows that we have talented creative agencies here in South Australia capable of producing high-quality work. As government communicators, our role is to provide focused briefs that encourage creative ideas but always ensure the main message is clear and accessible.

While industry awards are nice to have, the goal of government messaging is to reach people and convey the information they need effectively. The best measure of success is how well it raises public awareness and assists in changing behaviour or driving other important outcomes. Better than any award is the ultimate achievement of a campaign that connects with the public, leading to informed, engaged and responsive communities.

While leading and participating in campaigns across sectors, including road safety, health, infrastructure, housing, education, and the economy, I've seen firsthand how important it is to balance clarity with creativity. And as recent global crises have shown, this balance is not just desirable – it’s essential. When we get the balance right, our communication can inform, inspire and drive positive change in our communities – without any room for spin.

JA.