One of the best ways to get your message across is to humanise it.

We react more to things we can relate to and understand. For example a 3% earnings decrease could mean something entirely different to someone earning £100,000 to someone barely surviving on a lot less. So don’t say 3%. Give it a relatable human element.

The cut to Mary’s earnings meant she could no longer afford to heat her home in the winter.

Definitely more emotive, and lets people understand and assimilate the message you are aiming to get across.

But as with all comms, you should never create fictional or made up examples unless you explicitly advertise that they are such for advertising purposes. Keep comms real, truthful and relatable.