Tension of meeting patchwork passives where they are

There are some tensions - from our understanding of the audience - that we'll need to resolve.

Audience paradox

Targeting everyone risks connecting with no one. Our workshop insights reveal highly diverse needs and behaviours that can't be meaningfully addressed with a single approach.

Engagement dilemma

We're designing for 'patchwork passives' - people who care but are dispersed across different platforms and contexts, each with their own behaviour patterns.

Action gap

There's clear evidence of 'action paralysis' where awareness exists but confidence and knowledge barriers prevent meaningful engagement with human rights issues.

Core tension

How do we design for an audience that we believe cares deeply but is dispersed across different contexts and unlikely to change their existing behaviours to engage with us?

Centralised vs distributed engagement tension

There are some tensions between building central resources and adapting to diverse existing contexts that we need to make decisions on.

Centralised destination

50%

Distributed engagement

50%

Hybrid approach attempting to balance centralised and distributed engagement. Risk of doing neither particularly well.

Centralised/Evergreen approach

• Consistent, controlled messaging
• Efficient resource use
• Clear impact measurement
• Requires behaviour change
• May miss "happily resigned"

Distributed/Contextual approach

• Meets existing behaviours
• Context-appropriate engagement
• Higher potential reach
• Resource intensive
• Harder to measure impact