The Aberdeen Citizens Advice Bureau requested a messaging campaign that would help their staff members achieve full GDPR training and compliance within the requisite time frame.
We created these micro messages in sets, allowing for feedback sessions between sets and adapting the next set based on the response received to the previous one.

Designing for e-paper screens: Some fonts and colour combinations were not easily readable on e-paper displays (which was the medium of this messaging campaign), affecting clarity and accessibility. 
Personalization: Some people interpreted the message as being directed at them personally, which affected how they received the communication.   
Representation: Respondents pointed out that we needed greater diversity in gender and racial representation.   

• We experimented with colour combinations and ultimately developed our own design guidelines for e-paper. We also switched to clean, accessible fonts entirely. Finally, we tested these guidelines for readability across different devices, distances, eyesight and lighting conditions.   
• To clarify the intent and audience of the campaign, we reframed the messaging using a neutral, inclusive tone to focus on general behaviors and organizational culture. We also analysed the location of the devices and planned the messages accordingly so that no single individual felt targeted.
• The team did regular training and sensitivity sessions to ensure every member was aware of representation ideals for a cosmopolitan audience. This included a conscious balance of male and female characters across visuals as well as using non-gendered or gender-neutral illustrations where appropriate.