Sensemaking and Persuasive Sensegiving: The Thank You North East regional Covid-19 campaign, the brief we never wanted!

The article explores the sensemaking/sensegiving dimensions of emotion, temporality and materiality and their relevance in shaping individual and collective behaviour. The impact of COVID-19 with its multitude of conflicting messages relating to ‘considerate behaviour’, provides a backdrop to explore how sensemaking and persuasion in relation to sensegiving are critical components of public communication efforts. A case study interpretivist approach is used, drawing on the UK-focused regional ‘Thank You North East’ campaign. This is underpinned by semi-structured interviews with the planning and creative teams responsible for the campaign.
Evidence suggests that by recognising the human significance of these three dimensions of sensemaking, Aristotelian modes of persuasion (Pathos, Ethos, Logos and Kairos) can be made more meaningful. By focusing on ‘meaning-making’ as a form of persuasion, belonging and identification are encouraged, improving the perception of empathy within public health communication campaigns. The article provides a new interdisciplinary framework that synthesises scholarship from behaviour sciences, organisational studies and promotional communications and, as such, fills a literary gap where sensemaking in social marketing and communication is currently under-explored. It has further practical value, utilising insights from industry professionals to frame this new sensemaking model against creative execution.