How campaigns work
G07 · PAGE · why-and-howGCRI dossier · service level R0
GCRINexus CampaignsEstablished
Nexus Campaigns · Method
How campaigns work
Public communication about risk can inform people, and it can also mislead, alarm or exploit them. Nexus Campaigns, a platform of The Global Centre for Risk and Innovation (GCRI), treats a campaign as a piece of public-interest work with a purpose, a defined scope, permissions, identified publics and measures agreed in advance. This page sets out that method. It applies to every campaign listed on approved campaigns. The current service level is R0: information and enquiries.
- Publisher
- The Global Centre for Risk and Innovation
- Field
- Information and public trust, Society and human development
- Status
- Established
- Service level
- R0: information and enquiries
Campaign wave tracker
How campaigns work · Wave 3 · Campaign area North
- People reached75456Active
- Consent complete, % of participants97Normal
- Knowledge score change0.2pointsNormal
- Open feedback items17Watch
Wave in fieldGCRI · Nexus Campaigns
Preparedness actions by area
Messages under test
| Prepare a water reserve | A | 53 | Keep |
| Know your warning levels | B | 49 | Keep |
| Check on neighbours | A | 47 | Keep |
Safeguarding and consent
- S-1Minor enrolled without guardian recordPause and verify1 d
- S-2Withdrawal requestData deleted, logged3 d
Nexus Campaigns · Campaign wave trackerCampaign wave tracker, in outline: domain structure with placeholder names and illustrative values, not a record.
01In brief
The short answer.
A Nexus campaign is a piece of public-interest communication with a purpose, a defined scope, permissions, identified publics and measures agreed in advance. The method exists because risk communication can inform people and can also mislead, alarm or exploit them, so every listed campaign follows it.
02Geography
People and services in Ukraine.
Where people live and how far each division sits from a large city's services, shown for Ukraine as an example geography for this subject.
GCRI · Nexus Campaigns · fieldDESIGN FIGURE
03Purpose and scope
A campaign starts with a public question.
Each campaign states what people should be able to understand or do afterwards, why that matters for public safety or resilience, and which evidence supports the messages. Scope sets the boundaries: the topic, the places, the period and the channels.
Purpose
A stated aim
One public-interest aim, written before any message is drafted.
Evidence
Sourced messages
Each claim links to its source and states its uncertainty.
Scope
Clear limits
Topic, places, period and channels, with what is out of scope.
04Permissions
Nothing is used without permission.
- Content, images and data are used only with the rights to do so, recorded before publication.
- Institutions are named only with their current written permission; audiences are never presented as partners.
- Participation is voluntary and based on informed consent, with a way to withdraw.
- Personal data is collected only where needed for the campaign's purpose and kept no longer than that purpose requires.
05Publics
Audiences are researched, not assumed.
Audience research identifies who the campaign is for, what they already know, the languages and formats they use and the barriers they face. Campaigns aimed at children, at-risk groups or communities affected by a disaster carry additional safeguarding and review.
06Key terms
Terms used on this page.
Each term as this page uses it. Where a standard-setting body defines the term, the wording follows that body.
| Term | Definition |
|---|---|
| Risk communication | The real-time exchange of information, advice and opinions between experts or officials and people facing a threat to their health, economic or social well-being. |
| Two-way communication | Giving affected people information and collecting their feedback to shape the response. |
| Community engagement | Involving communities in shaping, conducting and using research that affects them. |
| Prebunking | Warning people in advance about manipulation techniques or likely false claims so they recognise them later. |
07Metrics
Measures are agreed before launch.
- 01
Choose measures that match the aim
Understanding, intended action or trusted sources, rather than reach alone.
- 02
Set the baseline
Record what is known before the campaign so a change can be read honestly.
- 03
Evaluate
Use public communication evaluation methods and report what did not work as well as what did.
- 04
Publish and close
Results, corrections and closure go to campaign results; lessons can feed the Evidence Brief series of Nexus Reports.
08Questions
Questions and answers.
Can a sponsor shape a campaign's messages?
No. Sponsor neutrality is part of the method: funding is disclosed, and no sponsor can buy a message, a finding or a mention.
Can a campaign issue warnings?
No. Campaigns explain and prepare. Warnings are issued only by the authorities mandated to do so, and campaign material points people to those authorities.
How is participant privacy protected?
Participation is consented and limited to the campaign's purpose. Questions go to privacy@therisk.global.
Are campaign results published even when they disappoint?
Yes. The outcome record reports measured results against the measures agreed before launch, including results that fall short.
Related
Around Nexus Campaigns.
Nexus Campaigns
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The current service level is R0: information and enquiries. An enquiry receives a reference and names the next step; applications, payments, compute allocations and registrations open only when their team, terms and review capacity exist.
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