Once upon a time (well about ten years ago) awareness building was relatively simple. If you wanted to increase awareness you either had to spend money on TV or print advertising or be very good at doing the things that the media wanted to cover. Now things are very different. The age of the internet and the changing culture that it brings with it affect the way that every charity can build awareness.

The human race likes to categorise. Our brains continually want to divide things into those that are good or bad, right or wrong, light or dark. Nature abhors not so much a vacuum, as a spectrum. The result of the desire to categorise is that in all parts of our lives we make our choices about those we love, those we hate, our beliefs and our world views. We make these judgements on appearances or our initial experiences.

Not for profit think-tank nfpSynergy has teamed up with The ImpACT Coalition to produce a free, short, practical report and guide that will empower charities to formulate and communicate simple messages, including pithy pub facts, needed to dispel a range of debilitating misperceptions their stakeholders may have, both about themselves and the wider third sector.