Communicating a Core Concept Summary

Using a visual approach to convey information about the “value action gap” was purposely chosen regarding findings from a paper by Putortì et al. (2019), which discuss evidence that videos containing scientific information are more engaging than text-only formats.

This is due to the creation of an immersive experience—expressive voice and dynamic imagery—combined with a reduced need for cognitive effort, which allows for improved comprehension (Putortì et al., 2019). Having images that connect directly with spoken content activates parts of the brain responsible for increasing information retention (Terada, 2019).

In the narrated video script, scientific definitions such as “anaerobic” and “denitrification” were avoided and instead explained using familiar language. This ensured clarity and prevented confusion or distraction caused by complex terminology. The phrase “value action gap” was purposely repeated throughout the script to subtly reinforce the video’s core message.

The piece was created using a realistic tone, acknowledging that artificial fertilisers still hold significant importance and cannot be instantly removed from use. Communicating this uncertainty aimed to reflect realistic viewpoints, which increases trust and engagement in scientific communication (Dickinson.S, 2025).

Identifying barriers to change through a realistic approach is the first step in bridging the gap between values and actions—an idea referred to as “social segmentation” (Dickinson.S, 2025).