Welcome to our
2023 impact highlights

At Comms Hub, our data-driven, collective communications model comes together in the form of a compelling illustration included in our strategy document. However, applying that model has been a journey of deep reflections, challenges, adaptations and, of course, an endless stream of conversations and emails.

My wonderful and talented colleagues produce insightful reports based on the rigorous research they do on digital conversations, polling, and public opinion. My role is to take those insights, work closely with our Member Hubs and Key Partners on the ground and transform those findings into impactful campaigns. And, staying true to the economies of scale, we do it in collaboration with coalitions of other civil society organizations (CSOs) and relevant groups and individuals.

Reflecting on our work in the past year or so, there are many clear learnings.

The puzzle of collective communications

Bringing people and groups together for a common cause (or a collective campaign) is like putting together a giant jigsaw puzzle. It's not easy, and sometimes the pieces don't seem to fit. But the trick is to keep looking for common values among the coalition members, to keep listening to what CSOs and groups need, and to keep our eye on the bigger picture. We recommend early engagement with coalitions to identify a common goal or call to action and keep shared values front and centre.

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Consider this: What happens if democracy is not reborn every generation?

If consistent support for democracy is actually falling among youth in Europe and the United States and is already lower than their parents and grandparents, what are the odds democracy will continue into the future?

What does the future hold for democratic governance? If democracy is not reborn with each new generation, democracy will be hollowed out or die off in the next few decades, no matter the outcomes of the 2024 elections in Europe and the United States. The clear, present, and immediate threats to democracy around the globe, growing since Francis Fukuyama prematurely declared that democracy was triumphant in 1992, have finally been recognized.

Political and other elites who flaunt the guardrails of democracy are dismantling them without concern for the consequence. The endless river of disinformation floods public discourse until the truth is obscured and facts are uncertain. The unfettered polarization divides citizens into warring, tribal teams. Additionally, a tide of authoritarianism and obedience to majoritarian norms is gaining momentum, appealing to those who favor decisive rule over the democratic ideals of compromise and shared responsibility.

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Introduction

In the digital era, social media and online platforms significantly influence politics and democracy. They offer new ways for public engagement in politics but also pose challenges by spreading propaganda and misinformation, threatening democratic values. This case study highlights the importance of digital research in defending democracy and countering disinformation. As the Digital Lead Researcher, I worked closely with a team member from the Liberté! Foundation in Poland. We explored how digital research can underpin successful campaigns to protect democratic values.

How it began and the big questions

In February 2023, Comms Hub joined forces with the Liberté! Foundation, a pro-democracy think tank in Poland, with a clear goal in mind: to identify digital patterns that would empower the Liberté! Foundation to design an effective digital campaign for the upcoming Parliamentary Elections in Poland. The overarching objective was to mobilize democracy advocates to vote and effect change in the government.

One of the primary challenges faced by the Liberté! Foundation was identifying which key topics would resonate most strongly with the audience and evoke strong emotions. It was not merely about identifying these topics. It also involved selecting those that were well-received by the audience and whose narratives proved effective.

The topics that emerged

Our research with Liberté! began with a quest to identify the issues and topics that concerned Polish citizens the most and that they actively engaged with on social media. We translated emotions into reactions, and out of the 15 topics given by Liberté!, Abortion, Immigration and refugees, Green Energy, Mortgage loans, public funds for the church, and euro adoption were the critical topics for Polish citizens with a solid potential to mobilize voters.

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