Words, alone or in captivating phrases, that grab the imagination and are memorable comprise the gold threads that are spun into the cloth of which effective communication is designed.
Words well chosen can even alter the fabric of our societies.
Today’s morning walk took me along the first blocks of the Pride Parade 2010. At the start line’s barricade, an Asian woman completely covered in riding leather and helmet, save for her face, motored up to the tall police officer. “Where do I find Dykes on Bikes,” she asked casually.
Without blinking his blue eyes, he responded and pointed to the parade marshaling area. I walked past them and headed home. Home was on the lane at the corner of what Pride Parade 2010’s website called the heart of the West End, a densely populated and diverse community. The neighbourhood was also the de facto heart of the gay community.
Soon the festivities would draw many thousands. Both the curious and the committed would come out. I marveled at the power of time and a consistent communication plan to turn the rare, awkward, hushed and sometimes reviled into the accepted and now, popularly celebrated.
Language, used effectively, can reposition the notions and the policies of a nation. Some of the elements in the successful rooting of a message you may have noticed are:
- Catchy phrases that inspire us visually and with memorable messages
- Repetition in every media possible – social, graphic, text, audio
Even the newest or the most controversial waves of information or cultural elements rely on time tested techniques of communication strategy. Success is found in - brevity – clarity – precision – and when appropriate, infusion of emotion. It is effective communication when the message is:
- Instantly understood
- Universally understood
- Remembered
- Felt deeply by any of the senses and emotions
The ‘gaiety’ of the day with its bright colours was already warming the still cool temps on the streets. Bright tents were set up. Vibrant banners festooned the floats preparing to roll out. A BC Nurses Union van, populated by volunteers in red T shirts was at the ready for medical attention. Their vehicle’s graphics depicted smiling female nurses representing every hue of its members. The human colouration of Canadian culture.
The dyke on her bike roared off to join the many other participants in the rainbow of people, services, products and ideologies who would parade their true colours and communicate their key words and graphics for all to see, understand and retain.