In 2016, the United Kingdom’s Natural Environment Research Council launched what seemed like a fairly routine public engagement campaign: help us name our new £200-million polar research vessel. While relatively straightforward, something magical happened. The public responded with glee and a touch of chaos, harnessing its thirst for a good time. Former BBC broadcaster James Hand made a suggestion that caught fire. With more than 124,000 votes, the public overwhelmingly supported his idea to name the vessel “Boaty McBoatFace,” prompting global headlines and a burst of public interest in deep-sea exploration.
The story, while light-hearted, underscores an important lesson: it is often not the topic itself that determines whether people engage, but how they are invited to take part.
Naming a boat is not inherently thrilling. But the open-ended and accessible nature of the Boaty campaign turned it into a cultural moment. While the U.K. government ultimately named the vessel the RRS Sir David Attenborough, they gave the name “Boaty McBoatFace” to a sub-sea research vehicle. That compromise kept the spirit of public participation alive. And it worked. People cared. They shared. They stayed curious.
So where is Canada’s Boaty McBoatFace moment?
Canadians generally want to be engaged, but not surveyed endlessly on topics where the outcomes are never shared or applied. That is why designing public engagement that leads to transparency, action, or even delight is so important.
While participation in formal consultations and policy processes has declined in many areas, the rise of third-party engagement on social media tells a different story. Every day, people post, comment and debate issues that may or may not affect them. For better or worse, the appetite to contribute is alive and well.
The challenge, and the opportunity, is to harness that energy in a more intentional way. What if governments and institutions treated that desire to speak up as potential? What if we created opportunities for people to channel that same instinct to engage into processes that shape better decisions and more inclusive policies?
Whether or not the issue is top of mind for the public, here are five ways to generate meaningful interest and engagement:
1. Remove the bureaucratic tone and communicate with enthusiasm and purpose
Too often, public institutions speak in language that is procedural and fails to resonate with intended audiences. When messages are loaded with jargon, disclaimers, and formalities, people tune out. A clear, warm, and energetic tone is far more likely to inspire participation. Speak to the public like you want them involved. Show that you mean it.
2. Share the outcome and show the impact
People are more likely to engage when they know their contributions matter. Acknowledge public input clearly, and show how it shaped the decision. Even if the final outcome differs from what was proposed, sharing what was heard and how it was considered builds trust. The best kind of engagement reflects the public’s voice and rewards a sense of ownership. When people see themselves in the result, they are far more likely to stay involved. Closing the loop transforms passive input into lasting connection.
3. Make it accessible and inclusive
The U.K.’s vessel naming poll was easy to access and open to everyone, with no jargon and no gatekeeping. When engagement is simple, people show up. Designing processes that remove barriers produces greater engagement. Use plain language, offer translations and meet people where they are, both online and in person.
4. Try an unexpected format
Not every engagement opportunity has to look like a town hall or survey. Sometimes, it is the how that makes people pay attention. Creative formats like interactive maps, community challenges or public storytelling walls can draw in participants who might otherwise stay on the sidelines. Surprising the public with new, playful, or visual ways to participate makes engagement feel less like an obligation and more like an invitation. Thinking differently about format can be the difference between apathy and action.
5. Keep the tone human
People respond to people. When the tone is conversational and genuine, it builds connection and opens the door for ongoing dialogue, not just one-time input. A human tone does not mean being informal. It means being real and respectful of the fact that the public’s time and input are valuable.
If you want engagement, liven things up with your spark
If Canadian organizations and institutions want to deepen their relationship with the public, we need to get creative to tap into our residents’ desire for engagement and sense of humour.
So, as you plan your next public engagement, consider this: What could ignite curiosity, encourage participation, or make people feel genuinely seen? How might you tap into the public’s desire not just to be consulted, but to contribute, be heard and see themselves reflected in the outcome?
Give it some thought and maybe, just maybe, you will create Canada’s McBoatFace moment.
