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Humanizing abstract issues Human scale: Statistics can be incomprehensibly big. Re-scale them to a size we can relate to.
RESEARCH GUIDELINES
KILLER GRAPHICS
Graphs can speak louder than words, as can infographics. They can illustrate the contrasts of killer facts but in addition: Show sudden changes in long term trends, e.g. food prices; Show projections into the future.
Dont
Dont cut corners on killer facts. They are crucial to a reports impact. If you are exhausted and have run out of inspiration (a common problem late on in the writing process), ask a media officer or campaigner to help with ideas. Dont use too many killer facts in one paper: focus on the most powerful. Otherwise they overwhelm the reader. Avoid using killer facts that are not credibly sourced, even if they fit your message. It is not worth damaging your credibility for a quick hit.
Oxfam GB November 2012 This guideline has been prepared by Oxfams Global Research Team and Oxfam GB's Policy and Practice Communications Team for use by staff, partners, and other development practitioners and researchers. It was originally written by Duncan Green and has been revised and updated by him with help from John Magrath, Martin Walsh, and readers of the From Poverty to Power blog. The text may be used free of charge for the purposes of education and research, provided that the source is acknowledged in full. The copyright holder requests that all such use be registered with them for impact assessment purposes. For copying in any other circumstances, or for re-use in other publications, or for translation or adaptation, permission must be secured and a fee may be charged. E-mail publish@oxfam.org.uk Oxfam welcomes comments and feedback on its Research Guidelines. If you would would like to discuss any aspect of this document, please contact research@oxfam.org.uk. For further information on Oxfams research and publications, please visit www.oxfam.org.uk/policyandpractice The information in this publication is correct at the time of going to press. Published by Oxfam GB under ISBN 978-1-78077-219-6 in November 2012. Oxfam GB, Oxfam House, John Smith Drive, Cowley, Oxford, OX4 2JY, UK. Oxfam is a registered charity in England and Wales (no 202918) and Scotland (SC039042). Oxfam GB is a member of Oxfam International.