Slides from a session at the NCVO Campaigning Conference 2018, presented by Tamsyn Hyatt, communications strategist

1. HowFramingCan
HelpYourCampaign
NVO Campaigning Conference, September 2018
Tamsyn Hyatt
Communications Strategist
@TamsynHyatt | @FrameWorksInst

2. A Brief Experiment
A Brief Experiment

3. We have a problem

4. You Say...They Think
AAA BBB
People who are homeless are often
dealing with complicated situations— like
problems with addiction. These issues are
related to other causes of homelessness,
like poverty and childhood trauma. This is
why providing people with the right
supports early is so important in
preventing homelessness.
Persistent stress can derail
development and have
negative long term effects
on health and wellbeing.

5. Because public opinion drives
and preserves policy change

6. ThinkingCommunication Discourse Policy

7. …is making choices about how we present information:
‣ What to emphasise
‣ How to explain it
‣ What to leave unsaid.
Framing for change

8. Charity only for
the deserving
Shared human
experience

9. Understanding is frame dependent

10. Framing for Change

11. #1
Factsareneverenough.

12. -5
-3
-1
1
3
5
7
Problem-Solving Cost Efficiency
Alternative Criminal Justice Policies
*
* *
*
*
ReframingCriminalJustice
*=P<.01
PercentChangevs.Control

14. #2
Connectwithvaluestoshiftthinking.

15. …means tapping into the long-lasting beliefs that guide
thinking and behaviour. They:
‣ Establish why our issue matters
‣ Guide the thinking that follows
‣ Create our shared ground for action.
Framing with values

17. Compassion/Justice
In our society, we believe in
showing compassion towards
others, and protecting each other
from harm. Yet, right now, many
live in poverty. We share a moral
and social responsibility to ensure
that everyone in our country has a
decent standard of living.
“It’s just not right.”
“We need to put this right.”
“As a society, we care about justice
and compassion.”
“In our society we believe in doing
the right thing. We look out for
each other.“
“We all want to live in a society
where…”

19. …means tapping into the long-lasting beliefs that guide
thinking and behaviour. They:
‣ Establish why our issue matters
‣ Guide the thinking that follows
‣ Create our shared ground for action.
Framing with values

20. #3
Paintabiggerpicture.

21. Jeremy’sstory

22. Zoe’sstory

23. #4
Makeourchangeinevitable.

27. #5
Createsymphony.

30. #1 Factsareneverenough
#2 Connectwithvaluestoshiftthinking
#3 Paintabiggerpicture
#4 Makeourchangeinevitable
#5 Createsymphony

31. We live in divisive times

33. Thanks for listening.
© 2018 FrameWorks Institute
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