This is how metaphors can increase confidence in aid organizations

MSF in Bangladesh

MSF often uses metaphors in its communication. It gives confidence, according to a research study by Anna Vogel. Photo: Elena Di Natale

Of: Anna Vogel

How aid organizations communicate with politicians and the public is important - both to gain trust and funding. My study of Doctors Without Borders shows that everyday metaphors are an important tool for success, writes linguist Anna Vogel.

April 23, 2019, Debate