The power of creativity
Creativity matters when delivering a message. How do we know? Decades of social science studies show that people remember messages better (and are more likely to act on them) if they are presented as a story. People will even look for narratives where they don’t exist. And neuroscience is putting together evidence to back this up: Brains fundamentally react differently to story-form versus non-story-form information.
Not only is communicating creatively more engaging, but the chosen wording, imagery, and musicality can affect how people react. One Stanford study from 2011 found that even the subtlest use of metaphors, even just a single word choice, can powerfully influence how people make decisions on national policies. A 2019 study that explored the connection between creativity and the effectiveness of media campaigns was clear: Distinctive, emotional, novel, well-branded creativity led to increased effectiveness.
The challenge of connecting in a complex communications landscape
Institutions today face a daunting communications environment. Populist rhetoric, disinformation, generational divides, and the rise of AI are reshaping how messages are received (and often distorted). Traditional methods like data charts and policy briefs struggle to cut through the noise. Even when the message is vital—like climate change or victims’ rights—audiences may disengage if the delivery lacks emotional resonance and cultural relevance.
Social science and neuroscience agree: People respond to stories. They remember them, they act on them.
Yet many public campaigns still rely on dry, technical formats that fail to connect. The challenge is clear: How can institutions communicate complex policies in ways that truly resonate with multiple audiences?
A communications experience that resonates and mobilizes
Imagine campaigns that don’t just inform but inspire. Messages that feel local, personal, and emotionally intelligent. Creative work that reflects the lived experience of its audience, such as a portrait of a crime victim in an EU Member State.
This is the power of creativity when harnessed effectively. When the Directorate General – Justice and Consumers (DG JUST) wanted to raise awareness about EU victims’ rights, we knew charts and graphs alone would fail to inspire action or emotional investment. That’s why we created powerful campaign portraits and videos that emphasized a pledge of support for victims and reinforced a sense of collective responsibility. It’s what made the “Eyes Open” campaign so impactful: real stories and a message of solidarity that transcended borders.
Creativity is what drives public engagement when institutions struggle to engage or mobilize citizens through traditional communication methods. Photography, metaphor, and storytelling—proven tools for engagement—can make abstract issues tangible and urgent to your audiences.
Introducing the Creative Collective
To meet these challenges head-on, ICF Next launched the Creative Collective—a pan-European network of award-winning creatives, strategists, and storytellers. This isn’t just a talent pool; it’s a new operating model for public communication that prioritizes agility and specialization.
With members based in over 15 locations across Europe and beyond, the Creative Collective brings cultural fluency and emotional intelligence to every project. Our creatives understand the humour, sensitivities, and references that resonate locally. For us, when a campaign is shaped by those who share the lived experience of its audience, it doesn’t just inform, it connects.
Backed by ICF Next’s Creative and Strategy teams in Brussels, the Creative Collective is grounded in years of institutional communications expertise. By moving quickly and strategically, the right creative minds are matched to the right challenges, creating campaigns that connect deeply and drive action.
We’re also innovating boldly: exploring AI to gauge audiences’ emotional reactions. And we remain committed to what creates real impact: engaging with citizens through communities and putting creativity at the heart of our approach.
The Creative Collective is already delivering results in real-world settings. It’s not just a new way of working—it’s a better way to communicate.
