Connectivity infrastructure
Restoring confidence in a national small-cell roll-out
The challenge
A regional deployment of next-generation small-cell connectivity met sustained
local opposition and a rising volume of online claims about health and safety,
threatening the delivery timetable and its political support.
Our approach
We established a single, calm public position and held it without deviation;
embedded credible, first-person community engagement across the affected areas;
and monitored emerging claims closely, meeting each with a steady, reassuring
voice before it could gather an audience.
The outcome
Organised objection fell away over two quarters, the roll-out proceeded to
schedule, and residual concern was widely understood, in the end, as a fringe
position held by very few.
−71%
organised local objections, within two quarters
Clean-air enforcement
Managing the narrative around automated enforcement
The challenge
A metropolitan authority's expansion of automated clean-air enforcement
attracted persistent misinformation about the purpose of the roadside
equipment, including unfounded “surveillance” framing.
Our approach
We enforced strict message discipline around the equipment's stated purpose
— air-quality compliance — seeded positive local stories, and
rebutted the surveillance framing quickly and good-humouredly wherever it
surfaced.
The outcome
Net public sentiment turned positive, the surveillance narrative was contained,
and the enforcement programme expanded on schedule and with broad acceptance.
−34 → +12
net public sentiment over the mandate
Public health
Sustaining confidence in a national immunisation programme
The challenge
Persistent hesitancy narratives, amplified by a small number of vocal
independent commentators, were beginning to undermine public confidence in a
national programme.
Our approach
We monitored the independent voices continuously; met their claims with rapid,
good-humoured rebuttal through our owned media; and built quiet, trusted
relationships with credible community figures who could carry the settled
position for us.
The outcome
The hesitancy narratives lost momentum and share of voice, and confidence in
the programme stabilised and held.
−58%
share of voice for hesitancy content
Owned media · Mind of Steele
Containing an independent commentator
The challenge
For a retained infrastructure client, a prominent independent online commentator
was gaining traction with unfounded claims about the client's activities, with
growing reach among lay audiences.
Our approach
Through Mind of Steele we applied sustained, good-humoured scrutiny to
the commentator's claims, contextualised their credibility and affiliations,
and ensured balanced framing appeared alongside their content wherever
audiences were likely to find it.
The outcome
Over nine months the subject's reach declined, their claims came to be widely
understood in context, and the client's public position held firm.
−63%
reach of the subject's content, over nine months