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UID:pretalx-2024-ESSCZZ@conferences.acspri.org.au
DTSTART;TZID=AEST:20241129T135000
DTEND;TZID=AEST:20241129T141000
DESCRIPTION:Effectively communicating complex or nuanced subjects as divers
 e as ‘probabilistic uncertainty’ and ‘cultural capital’\, is an ongoin
 g challenge for researchers\, policy makers and practitioners within the Q
 ueensland Drought and Climate Adaptation Program (DCAP). \n\nIn DCAP\, his
 torical climate records and seasonal outlooks are increasingly important s
 ources of information for agriculture and natural resource management deci
 sion making. To improve the use of this data\, primary producers and land 
 managers need to be able to understand and accurately interpret the statis
 tical measures commonly used to present probabilistic climate data\, such 
 as percentiles and terciles. Unfortunately\, these measures are frequently
  misinterpreted.\n\nCoinciding with these misinterpretations\, related soc
 ial research had identified several cultural constraints to drought prepar
 edness within Queensland’s extensive grazing and livestock production ind
 ustry. \n\nEmploying a user-centred design (UCD) framework\, that makes gr
 azing land managers’ priorities and experiences the centre of focus\, ani
 mation was combined with character driven storytelling\, that communicate 
 scientific and management decision making information. Thus\, three short 
 videos in a series were produced\; the specific objectives of these animat
 ions were to: \n\n•	demonstrate how to calculate and interpret rainfall p
 ercentiles for a grazing enterprise (“Understanding percentiles in climat
 e data: This season might not be as great as you think it is\, Jim”)\;\n
 •	calculate and interpret rainfall and pasture terciles for a grazing ent
 erprise (“Terciles for Climate and Pasture Growth – more than just a med
 ian value”)\; and\n•	enhance the cultural capital of drought preparednes
 s and resilience (“From a big wet to a dry spell – Jim’s property aucti
 on experience”).\n\nThe team invested considerable effort in engaging lik
 ely users to review and collect feedback on the animation\, at various sta
 ges in the process (e.g. concept\, storyboard\, animatic and animation)\, 
 to ensure it would connect contextually and with its intended viewers. Thi
 s included using relevant language and phrases\, ensuring the landscape\, 
 animals and even clothing were appropriate\, and adding the character of 
 ‘Rusty’\, a farm-style dog\, to provide comic relief.  It was a careful 
 balance to make sure the animation engaged viewers\, but the messages rema
 ined technically accurate\, and evidence based.  \n\nSimilarly\, several e
 stablished concepts from behavioural and social science were deliberately 
 but subtly incorporated into the animations\, such as using relatable ongo
 ing characters\; simple language\; a story format\; a salient context\; a 
 positive frame\; credible messengers\; social norms\; attractive and easy 
 visuals\; written and verbal script\; humour (affect)\; and linking the me
 ssage to known livestock producer values\, motivations and aspirations.\n\
 nEmploying a combination of UCD\, animation and storytelling with behaviou
 ral insights has proven to be an effective and entertaining way to communi
 cate diverse complex and nuanced subjects.
DTSTAMP:20260912T201102Z
LOCATION:Cullen Room
SUMMARY:Employing user-centred design\, animation and storytelling with beh
 avioural insights to communicate complex and nuanced subjects - Fiona McCa
 rtney
URL:https://conferences.acspri.org.au/2024/talk/ESSCZZ/
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