Central government Impact research for national campaigns

The challenge

As a government, how do you know if your communication strategy is having the desired effect? Whether people understand, remember and act upon the message? For the central government this is essential - precisely because it often deals with social issues with great impact.

Therefore, the Department of Public and Communication (DPC) wrote a tender for the structural measurement of campaign effectiveness in national government communications.

Our approach

Together with research firm Verian (formerly Kantar Public), which specializes in public sector research, Validators submitted an integrated proposal. Where Verian focuses on policy and public context, Validators brings its deep expertise in campaign effectiveness, communication psychology and brand research. In this collaboration, we take on the evaluation of all government communication campaigns with paid media engagement. Consider topics such as health, safety, sustainability and inclusion. We measure not only whether a message arrives, but also whether it prompts behavior change - and whether it sticks in the minds and hearts of the target audience. Our AI-driven methods and neurotools help with this, for example to measure implicit attitudes, recognition and activation.

The result

Our combination with Verian was judged the best in the pitch. From November 2024, we will be the central government's permanent research combination for measuring campaign performance for a period of six years. We are setting up a special team for this, so that we can collect, analyze and translate campaign data into concrete optimizations on a structural basis.

"We are extremely proud to be working with the national government and, together with Verian, to contribute to insights into campaign effectiveness."

- Martin Leeflang, CEO Validators

Why this matters

At a time when trust in government is under pressure, effective communication is crucial. By linking campaign insights to behavior,

brand perception and social impact, we ensure that government communications not only send - but also land.