Our Thinking

Latest Thinking

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

Illustrated accessibility graphic showing icons for audio, hearing support, mobile devices, captions, readable text and visual accessibility, alongside examples of accessible colour contrast choices and a “Read More” button.

Designing for Everyone: A Practical Guide to Accessible Digital Content

Good design is accessible design. Senior Graphic Designer Elaine shares practical ways to make content more accessible, from colour contrast and typography to captions, alt text and layout. A useful read for anyone creating content, campaigns or communications.

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Image of military uniform trousers and shoes

5 Ways Military Leaders Can Improve Communications

Are you in the military and do you unexpectedly find yourself in a communications role as your next posting? If this is you and you’re not quite sure where to start, we are here to help.

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Busy zebra crossing with people crossing. Lines joining the people to show connection. Picture from birds eye view.

Information Threats Don’t Need Louder Comms, They Need Better Comms

Most information threats don’t need a response.
They need better judgement.

This piece explores how RESIST 3 reframes communications from reactive output to disciplined decision-making in a fast-moving information environment.

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Silhouette of Woman in Profile With Diverse Faces of Women Representing Allyship and Racial Equality

Why Allyship Requires Action

Why does allyship matter? This blog explores why turning words into action is essential to advancing gender equality and building stronger, more accountable cultures.

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A picture of the globe with comms icons around it. There's a highlighted title that says Research and Insight.

Why Audience Understanding Drives Results

When communications land, it’s never by accident. Discover how genuine audience insight drives higher engagement, smarter targeting and measurable impact.

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BFI signage inside the British Film Institute, where the EVCOM session on the history of talking heads took place.

The Evolution of Talking Head Videos

Explore how talking head videos evolved from early film to today’s user-generated content, and why authenticity now drives modern storytelling.

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Research reports & resources

 

 

Download our latest research on audience understanding, strategic communications and the information environment.

Audience Understanding Report Cover
Audience Understanding
Communicating Defence Across a Divided Europe
Front page cover of the report
Information Environment
Rethinking Defence Communications

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.
 

Podcasts & series

Explore BFBS Creative's podcasts and original series, featuring conversations, stories and perspectives from across Defence and beyond.

The Culture Colonel podcast artwork featuring an illustrated portrait of host Lindsay MacDuff.

The Culture Colonel

Exploring what leadership really looks like in the Armed Forces and beyond. The Culture Colonel brings together leaders from different backgrounds to share their experiences, challenge assumptions and explore what it takes to lead people well.

Explore the conversations

   

Tea & Medals series artwork featuring an illustrated mug of tea alongside military medals.

Tea & Medals

Behind every military honour is a human story. Tea & Medals goes beyond the citation to hear from the people who were there, revealing the decisions, danger and extraordinary acts behind some of the UK's highest military honours.

Discover the stories behind the medals

  

Near Death series artwork showing a lone figure walking towards a bright light, with a heartbeat line across the image.

Near Death

What happens when you come face-to-face with death and survive? Near Death tells remarkable first-hand stories of people brought back from the brink, exploring not only what happened, but what it means to live through something that could have ended very differently.

Hear the stories of survival