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From original research and industry commentary to campaign insights and creative thinking, discover the ideas, evidence and experiences shaping effective communication today.

BFBS Creative article banner titled "Crime Is Falling. Almost Nobody Believes It. Why perception, not reality, is the thing social research has to measure". The article explores the gap between public perceptions of crime and long-term crime data, and what this reveals about behaviour, trust and communication.

Why perception, not reality, is the thing social research has to measure

Crime has fallen dramatically across much of the Western world, yet most people believe it is rising. What explains the gap between reality and perception, and why does it matter for anyone trying to understand public attitudes and behaviour?

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Graphic featuring a partially visible Progress Pride flag with the headline, “The cost of hiding and the freedom to be yourself,” alongside the BFBS Creative logo.

The Cost of Hiding and the Freedom to Be Yourself

Drawing on two episodes of The Culture Colonel, this article explores identity, authenticity and the lasting cost of feeling unable to be yourself. It considers what meaningful inclusion looks like in practice and why belonging must go beyond visible support during Pride.

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BFBS Creative banner showing three uniformed reservists beneath aircraft in formation, with the headline “Seven Years One Brief Sixty Films”.

What Our Longest Client Relationship Taught Us About Video Production

Discover how we turned one brief into sixty films across the UK through audience understanding, creative thinking and long-term partnership.

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Dark green BFBS Creative article banner reading “Not a Cheat Code” against a subtle digital tunnel background.

What Can Gaming and Esports Really Offer Armed Forces Recruitment?

Gaming and esports are becoming increasingly relevant to Armed Forces recruitment, military recruitment and audience engagement strategies. Explore what this means for reaching younger audiences and building effective recruitment campaigns.

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BFBS Creative graphic reading “Challenge or an Opportunity?” with the subheading “What the DWP report could mean for Armed Forces recruitment.” The article explores a different perspective on the DWP’s findings about young people not in education, employment or training.

From Written Off to Signed Up

The Department for Work and Pensions' (DWP) Young People and Work report found that nearly a million young people are not in education, employment or training (NEET), despite most saying they want a job, education or training. This article explores what the findings could mean for Armed Forces recruitment, exploring the challenges, opportunities and assumptions surrounding a significant group of potential recruits.

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A banner graphic featuring a blurred behind-the-scenes interview and filming setup, with a camera in focus on the right-hand side. Overlaid text reads: “telling stories with people, not about them”. The design uses dark green gradients and subtle textured overlays in an editorial style associated with The Comms Dispatch by BFBS Creative.

Who Owns the Story?

Who owns a story once someone shares their lived experience with you?

This piece explores co-production, ethical storytelling and the responsibility that comes with gathering and sharing real human experiences.

Reflecting on trust, dignity and trauma-informed communication practice, the article considers what it means to tell stories with people, not just about them.

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Research reports & resources

Insights in Brief

The research is only the beginning.

Discover the ideas and insights shaping how organisations understand audiences and communicate more effectively, and explore what they could mean for your own organisation.