Monthly Archives: June 2015

Have a Word: My favourite content ideas of the week

I start this article with a confession. I’ve fallen into the habit (and the modern stereotype) of sometimes choosing news and social media feeds over my latest C J Sansom hardback for bedtime reading. While absorbing media of all types is an essential part of any communications professional’s role, I’m not in denial – I know I must banish smart phones and computers from the bedroom and return to reading proper books! Until I invoke this technology-free zone, however, I’m trying to make my late-night browsing as useful as possible, by sharing it with others.

As copywriter at Acceleris, I’m always observing how organisations and indeed, other agencies, convey their messages in new and innovative ways and can alter emotions or perceptions as a result. Here are just a few examples I’ve spotted this week*.

1)      This is the hardest quiz you’ll ever take

Our client The Royal Alfred Seafarers’ Society runs a specialist dementia care centre in Surrey, so a week rarely passes at Acceleris without the subject of dementia being discussed. Alzheimer’s Society, the leading UK care and research charity for people with this disease, has published a quiz on Buzzfeed. By devising questions and answers that are not as straightforward as they look, Alzheimer’s Society has shone a spotlight on how dementia can affect everyday thought processes.

2)      Take the time to see the world around you, because some people can’t…

When I started watching this video, I didn’t know who was behind it or what it was for. I only know that the main message made me feel quite emotional and respectful of its creator, web content company Purple Feather. By creating a simple story about how words can change people’s attitudes, and using video as the medium, Purple Feather both entertains the viewer and subtly promotes its own services.

3) ‘Baby got books’?

This is a bookshop manager’s adaptation of a sexist and crass original rap track by Sir Mix-A-Lot, and the result, while grammatically unsound, is definitely an improvement. I also thought it was a fun and imaginative way of using modern culture references to encourage young people to read more books.

The bookshop's take on Sir Mix-a-Lot's popular song

The bookshop’s take on Sir Mix-a-Lot’s popular song

It also served to remind me that I need to restrict my iPhone addiction to daytime hours and reacquaint myself with Mr Sansom.

There are just 26 letters in the English alphabet. We make love by them; we make war with them. The ability to write effectively and appropriately for your intended audience and business is an essential skill no matter the output, whether for print or broadcast, internal or external. This is the culture of Writers Inc., the specialist editorial project division at Acceleris – why not find out more?

* These examples were spotted because they were trending or shared this week. Their original publication dates may vary


Too busy to read?

Two minutes – the length of time it will take for you to read this blog, if you have the time.

As a journalist student a couple of years back I was taught the importance of engaging with readers of online articles through including top line information of a story in just one sentence – as users will usually ‘switch off’ after about 30 seconds of reading an article on a mobile device.

Apparently our attention spans are declining, and we seem to have less and less time to get our daily dose of news with our increasingly busy lifestyles. Now, we only spend an average of 15 seconds reading articles on a device.

‘The Pool’ is a new multi-media platform which claims to offer a solution to those who are ‘too busy to browse’ (women at least) offering content on current affairs, lifestyle and advice in one neat, compact and easy to use platform.

Gaby Smith - 05.06.15 - 1


Written by a mass-journalism ‘super-group’ I found the concept quite interesting, given the site’s editor Sam Baker is former editor of Cosmopolitan and Red magazine and now runs the site full time.

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