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Guaguas Municipales promotes clear communication for its 56 million passengers

Conferences organized by Guaguas Municipales and LA PROVINCIA warn about 'dark language' and promote communication accessibility.

Generic image of people interacting with clear signage in a public space.
IA

Generic image of people interacting with clear signage in a public space.

Guaguas Municipales and LA PROVINCIA organized conferences to address 'dark language' in institutional communication, seeking clearer and more accessible messages for their 56 million annual passengers.

The need for clear and efficient language in institutional communication was the central theme of the 'Let's Talk About.. The Journey Begins with Words' conferences, organized by Guaguas Municipales and LA PROVINCIA/DLP. Experts like Helena Feliu, a content strategy consultant, highlighted that a lack of understanding in procedures and announcements can lead to 'citizen paralysis'.
During the event, held at the Club La Provincia, the Councilor for Collective Passenger Transport and President of Guaguas Municipales, Pedro Quevedo, emphasized the importance of public services offering 'a clear message, an intuitive application, a comprehensible response, and inclusive language'. He noted that public transport must be accessible not only physically but also in its comprehensibility.
Helena Feliu defined 'dark language' as the barrier imposed by organizations, whether public or private, through jargon and complex structures. She cited the example of the Madrid City Council, where simplifying fine processing increased payments by 200%, and the savings of millions of pounds by the UK Government thanks to more understandable forms.
Guaguas Municipales, which transported 56 million passengers last year, has been working in this direction for years, understanding that 'behind every query there is a person who needs clarity,' according to Pedro Quevedo. Communication accessibility extends to diverse user profiles, including Generation Z and individuals over 65 using the internet.
It was recalled that a lack of clarity in institutional communication can have severe consequences, citing the 1979 case in the United Kingdom where two women died because they did not know how to apply for heating assistance. A significant 82% of the population finds legal language excessively complicated, a statistic they aim to reverse.
The expert stressed the importance of short and concise sentences, noting that eight-word sentences are read by 100% of users, while those over 40 words reach only 10%. The rigorous and trustworthy communication of the Mossos d'Esquadra during the 2017 Barcelona attack was highlighted as an example of clear and ethical language.

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