Abstract

Author(s)

Victoria Erskine

Affiliations

Charles Sturt University

Introduction

This presentation considers the role communication plays in social change and asking the question how are we doing so far? Communication has been a less understood element in the Collective Impact model on which Equally Well is based. From the view of a communication professional and researcher, this presentation outlines the invisible factors that influence communication to foster trust and build genuine collaborative relationships.

Method

The presentation will share findings regarding the Equally Well communication and engagement strategy activities and insights from 32 in-depth interviews with Equally Well network members from Australia, New Zealand and the UK about what communicating for impact really looks like.

Results and findings

Having a collective responsibility for communication across the Equally Well stakeholder environment assumes a lot about the capacity of individuals and organisations to be able to be effective communicators. Crossing the physical and mental health systems is a complex environment made up of individuals and organisations with competing needs and often conflicting agendas. Are we risking the potential for impact by walking blindly into communication minefields and what does it take to be a model of excellent communication for impact? While the need is urgent the speed of change is slow. This work shares insights about the key elements that need our attention to ensure we can maintain the momentum for change and create a safe space where participants are supported and belong.

Discussion

Hard evidence, good intentions and willing participation are not enough. As the collective operates against a social backdrop of distrust in organisations and the media, while being people are overwhelmed by an avalanche of information and content that amplifies polarisation on complex social issues. Even when agreeing on a shared agenda, change makers need to be actively aware of their own capacity as effective communicators to have the confidence, capacity and skills to first recognise and value what good communication looks like and how it contributes to building the strong relationships needed within the collective, to change the future.