Create a ‘Dummies Guide’ to explain complicated subjects

When asked to explain boring financial messaging standards, this communicator developed videos and a “Dummies” guidebook to explain the subject.

If you’ve ever wished you had a “For Dummies” guide to help you open up the esoterica of your organization to others, meet Kim Bratanata.

Bratanata is marketing communications manager and digital media strategist at the Society for Worldwide Interbank Financial Telecommunication, aka SWIFT.

Assigned to promote a complicated banking industry standard, she and her team created an “ISO 20022 For Dummies” guide that was published through John Wiley & Sons, she told a recent Ragan/Southwest Airlines conference.

The book grew out of a creative campaign to spread the word about to the importance of ISO 20022, which affords the financial industry a common platform for the development of standard messages for banking transactions.

Before she was asked to head the campaign, Bratanata says: “I’d never heard about ISO 20022. I fell asleep just hearing the name.”

The song remains the same

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