Changemakers' Toolkit/Communicating for change/Framing your messages

Framing your messages

Explanation of tool

As communicators, we need to remember that the people who make up our audiences aren’t blank slates. They interpret our messages through the lens of their existing beliefs, associations, hopes, and fears.

'Narrative framing' refers to a process by which we adapt our communications to reflect these deeper values and emotions so that the information we present to make our case resonate with our audience. This allows us to challenge unhelpful narratives and encourage more constructive ones.

Over the years, the Wikimedia movement has conducted significant campaigns around issues such as copyright reform and online censorship. The Wikimedia Resource Centre includes tips on communications, especially around particular challenges for our movement like communicating abstract ideas.

There are also some essential framing principles, which you can apply to any piece of communication for social change.

Lead with shared values – If we start with a positive, rather than a list of problems, we create a power connection with the audience.
For example: "No matter what we look like or where we come from, most of us strive to treat others the way we’d want to be treated."
Identify the problem and who's responsible – When we show that a problem has been caused by the actions of specific people or groups, audiences are more likely to believe that change is possible.
For example: “Certain politicians are trying to turn us against people who come seeking safety. They're hoping we’ll look the other way while they endanger families who have been forced to flee their homes.”
Offer a solution – A big risk of campaign communications is that we leave people feeling hopeless or powerless. So, it’s important to present a clear solution, and a way for your audience to act.
For example: It’s time to create a fair and effective asylum process for everyone, and to support people to rebuild their lives in our communities. That’s why we’re asking you to…”
Say what you believe using your language – We should never repeat our opponents' inaccurate or inflammatory statements. Even if our aim is to correct the record, we should lead with our own language and messages.
Don’t say: Whatever politicians tells you, migrants aren’t criminals.
Do say: People come here seeking safety and opportunity for their families.
Frame your data – Statistics are a powerful communications tool, but we should always place numbers in their proper context. This helps our audience draw the right conclusions.
Don't say: 1 in 7 LGBT+ people have avoided seeking medical treatment because they fear discrimination.
Do say: The NHS should be there for all of us when we need it, but 1 in 7 LGBT+ people say they’ve avoided seeking medical treatment because they fear discrimination. No one should be too afraid to seek essential care.
Use visuals and metaphors that support your frames – Images have a powerful impact on our thoughts and emotions. So, it’s essential that the images we use frame our messages the right way.
For example: In stories about dangerous heatwaves, we should use images that show people struggling in the heat, not enjoying a day at the beach.

Case study

In 2020 STAMMA, the British Stammering Association, ran the ‘Find the Right Words’ campaign.

Shared values: Stammers are a fact of life, yet language we use to describe them can make them seem negative.

Problem and responsibility: Language used is mostly negative. Terminology makes stammers sound like a larger problem than they are. Training writers and editors can improve how stammers are described in the media, and on global platforms like Wikipedia.

Solution: Campaigns raise awareness of the issue and new guidelines help writers reframe the topic.

An advertising board in North London displaying an advert as part of the campaign

STAMMA wanted to raise awareness of the negative language commonly used to describe stammers and its impact. They worked with WMUK to find examples on Wikipedia where stammering was described negatively. The team then edited the articles to change how speech impediments are discussed online. This involved removing negative wording such as ‘defect’ or ‘affliction’. Wikipedia articles now more closely adhered to policy on neutral point of view, since the language used no longer mirrored negative wording derived from the source material.

These edits became the basis of digital marketing and social campaigns in Britain, North America and Australia. Digital billboards showed text on Wikipedia being changed, using positive and inclusive language. This amplified the launch of STAMMA’s new editorial guidelines for the media, which help writers discuss stammering without stigma.

Source

"Find the Right Words Campaign". Stamma. 8 April 2021.

Homework exercise

You’re organising an editing campaign to encourage librarians to edit Wikipedia. Libraries are vital centres of knowledge, and librarians help their users find information; if they understand how Wikipedia works, they can pass that on to a large audience and build their digital confidence.

Pick one of the statements below and frame it to appeal to an audience of librarians. Write a short paragraph framing the message, with shared values, the problem faced, and a solution.

Librarian is a profession with a high level of trust from the general public
Exposure to fake news makes people less trustful of information
Public libraries offer internet access for people with no connection at home
Libraries as a space for learning and socialising

You could also think about creative ways to reinforce your messages. How might you use images, videos, memes, music or stories to communicate the importance of nature? Are there some which may be more suitable for your target audience?

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