Lost in Translation

Why Research Doesn’t Always Reach Policy? It’s not the lack of knowledge that blocks policy uptake, it’s often how that knowledge is shared. Research that could shift systems gets buried in papers too dense for even the most committed policymaker. The message isn’t lost, it was never truly delivered.

Across Africa, thousands of studies are conducted each year on issues that affect public health, the environment, and equity. Yet only a fraction of that research influences actual policy. Why? Because insight is often trapped in formats that fail to engage decision-makers.

A McKinsey Global Institute analysis in 2023 found that just 15% of research in development contexts leads to policy shifts. That’s not due to poor science- it’s a presentation problem.

Dense technical language, inaccessible formats, and a lack of emotional or community context make it hard for policymakers to connect research to real-life urgency. According to UNDP, decision-makers are three times more likely to act on briefs that include visuals, human narratives, and concise recommendations.

That’s where strategic communication comes in. At ABComms, we help bridge the gap between evidence and influence through policy briefs that persuade, infographics that explain, and stories that compel. Because knowledge is not power until it is shared and understood.