There are 6 implications I've drawn from this initial analysis: Authentic engagement - embed authentic engagement and feedback processes all through the campaign development journey Behaviour change levers audit - identify and review all of the behaviour change levers, not just those where communications can make a difference Medium, message, messenger - critically analyse the relationship between these for each creative execution Authentic inclusion - ensure diversity is embedded into your teams and planning processes and that this inclusion is authentic and supportive The constraints of comms - recognise circumstances where communications are not the most effective behaviour change and/or confidence building lever Remember that communications don't take place in a vacuum - reflect on how communications can have an impact on the system outside of comms touchpoints