Messaging
Minderoo has different styles of messaging for different target audiences.
General audience
Minderoo uses storytelling to engage with a wide range of people. Our narratives are persuasive and authentic, informing the audience but also provoking an emotional reaction. We use storytelling to engage more deeply with our audience, capturing their attention for longer and meaning they are more likely to retain what they have learned.
We highlight stories of people, whether narrated or in their own voice, to promote empathy and relatability and build trust and connection between the audience and Minderoo.
Our stories don’t sugarcoat the truth, but always have a core of hope or inspiration that makes the audience believe that they can take meaningful action and motivates them to do so. We shine a light on uncomfortable truths but do not leave our readers paralysed in inactivity or hopelessness.
When written by Minderoo, these stories are told in Minderoo’s brand tone of voice. We also showcase and highlight narratives written by our partners and other relevant collaborators.
”No numbers without stories, no stories without numbers.”
Even when writing for the general public, Minderoo has a strong focus on presenting evidence and positioning the foundation as a reliable and trustworthy authority.
While our primary focus is storytelling for engaging and connecting with our audience, we also back up all of our work with data that shows the effectiveness and impact of the solutions that we support. We put all of the numbers we present into context, so that they can be easily understood.
Conversely, for a general audience, we do not only present the data, even if it tells an impressive story. In addition to contextualising and interpreting the data so its meaning is clear to a general audience, we want to demonstrate the real-world impact using real people’s stories.
Scientific papers
For our more academic work, Minderoo uses the type and level of language that is appropriate for the sector the work addresses. We are highly scientific and a credible source, so our published work not only meets rigorous technical standards but also presents as polished and professional.
The tone of voice for scientific work, reports, publications, etc may be different to our brand tone of voice, as it addresses a specific audience and meets the expectations and conventions of the sector.