AAURI Hero
You don’t need more content.
You need content that inspires action.

AAURI™ is the behavior-first content framework that helps you reach the ones who will feel the greatest impact from what you have to say.

Developed by Krista Moats while leading IT communications at the University of Notre Dame, AAURI™ is a modular, repeatable framework that helps teams craft messages that stick, scale, and move people to action.

It works whether you're:

  • Sending tons of customer comms

  • Trying to get in front of the right audience to raise awareness

  • Rewriting your marketing campaign to convert

  • Producing any mass communication… like, at all

  • Communicating something that you need people to take action on (stop doing, start doing)

  • Designing a PSA (so many great PSAs out there changing behavior!)

Diagram explaining AUR, with annotations and strategies. The diagram shows the word "AUR" in bold letters, with circles around the letters "A" and "I." It includes labels "Start here!" and "Core message" pointing to the right circle, "Tactics" beneath the middle, and additional notes "Who you need to do the thing" and "The thing you want to happen" with arrows pointing to the respective sides.