The Art Argument: Investing in Art for SBC Communication Materials
Summary:
High-quality images are an essential component of social and behavior change (SBC). Visual images can stimulate interest and curiosity, capture attention, communicate difficult concepts, and add context and credibility. Despite this importance, SBC planners sometimes invest considerably more time and effort in SBC message refinement than in image development and don't develop visuals until the end of the planning process. When we siphon our carefully crafted key messages through hastily developed images, we do a disservice to our work and to our intended audiences. During the talk, the audience will be invited to reflect on a variety of options for visual image development and their own experience of working with artists in developing high-quality SBC communication materials, and learn how to raise the profile of art in their work, including the use of resources for art development.
Background/Objectives:
High-quality images are an essential component of social and behavior change (SBC). Visual images can stimulate interest and curiosity, capture attention, communicate difficult concepts, and add context and credibility. Despite this importance, SBC planners sometimes invest considerably more time and effort in SBC message refinement than in image development and don't develop visuals until the end of the planning process. Participants will be invited to consider the role of quality art for SBC programming and learn about resources for different styles of visual art, including realistic illustrations from photographic references.
Description of the Big Idea/Experience/Innovation and Its Importance to the SBCC Field:
The main idea is simple: the SBC world underinvests in art for communication. We know the typical challenges. Limited time and funds often create programmatic barriers to developing high-quality images. It is also challenging to find and secure the rights to quality images from other projects and adapt them for different cultural contexts. However, high-quality images can present complicated ideas quickly and succinctly to a wide population and can effectively supplement or replace written materials. Programs rely on images to model a behavior and to motivate individuals, families, or communities to try a new behavior, and ultimately, to adopt the behavior. They are essential catalysts for behavior change. When we siphon our SBC communication program's carefully crafted key messages through hastily or cheaply developed images, or we fail to leverage an artist's technical expertise in visual communication, we do a disservice to our work and to our intended audiences. Resources exist to help us select in a quality art style and develop visuals that convey important messages for behavior change, but as a field, we as SBC practitioners will only use those resources when we recognize the important of art in our work and invest in it properly.
Discussion/Implications for the Field:
While the talk is designed as a reflection exercise, its ultimate objective is to highlight the importance of visual art in SBC communication materials, and help participants consider and plan more for visual art in future activities. Art is one area that, while featured in many SBC communication programs, continues to be siloed away from the rest of the technical field. By integrating artists into our SBC teams, and art into our SBC processes, we have an opportunity to augment our field's expertise in visual communication.
Abstract submitted by:
Andrew Cunningham - JSI
Peggy Koniz-Booher - JSI
High-quality images are an essential component of social and behavior change (SBC). Visual images can stimulate interest and curiosity, capture attention, communicate difficult concepts, and add context and credibility. Despite this importance, SBC planners sometimes invest considerably more time and effort in SBC message refinement than in image development and don't develop visuals until the end of the planning process. When we siphon our carefully crafted key messages through hastily developed images, we do a disservice to our work and to our intended audiences. During the talk, the audience will be invited to reflect on a variety of options for visual image development and their own experience of working with artists in developing high-quality SBC communication materials, and learn how to raise the profile of art in their work, including the use of resources for art development.
Background/Objectives:
High-quality images are an essential component of social and behavior change (SBC). Visual images can stimulate interest and curiosity, capture attention, communicate difficult concepts, and add context and credibility. Despite this importance, SBC planners sometimes invest considerably more time and effort in SBC message refinement than in image development and don't develop visuals until the end of the planning process. Participants will be invited to consider the role of quality art for SBC programming and learn about resources for different styles of visual art, including realistic illustrations from photographic references.
Description of the Big Idea/Experience/Innovation and Its Importance to the SBCC Field:
The main idea is simple: the SBC world underinvests in art for communication. We know the typical challenges. Limited time and funds often create programmatic barriers to developing high-quality images. It is also challenging to find and secure the rights to quality images from other projects and adapt them for different cultural contexts. However, high-quality images can present complicated ideas quickly and succinctly to a wide population and can effectively supplement or replace written materials. Programs rely on images to model a behavior and to motivate individuals, families, or communities to try a new behavior, and ultimately, to adopt the behavior. They are essential catalysts for behavior change. When we siphon our SBC communication program's carefully crafted key messages through hastily or cheaply developed images, or we fail to leverage an artist's technical expertise in visual communication, we do a disservice to our work and to our intended audiences. Resources exist to help us select in a quality art style and develop visuals that convey important messages for behavior change, but as a field, we as SBC practitioners will only use those resources when we recognize the important of art in our work and invest in it properly.
Discussion/Implications for the Field:
While the talk is designed as a reflection exercise, its ultimate objective is to highlight the importance of visual art in SBC communication materials, and help participants consider and plan more for visual art in future activities. Art is one area that, while featured in many SBC communication programs, continues to be siloed away from the rest of the technical field. By integrating artists into our SBC teams, and art into our SBC processes, we have an opportunity to augment our field's expertise in visual communication.
Abstract submitted by:
Andrew Cunningham - JSI
Peggy Koniz-Booher - JSI
Source
Approved abstract for the postponed 2020 SBCC Summit in Marrakech, Morocco. Provided by the International Steering Committee for the Summit. Image credit: Piqsels