Campaigning for social change
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Campaigning for Social Change. Research Work with scientists and policy experts on how to explain complex socio-political issues to engage the public in policy solutions Enumerate and translate a core story Comment on materials Research emerging issues and opportunities

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Campaigning for Social Change

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Campaigning for social change

Campaigningfor Social Change

Frameworks institute


Work with scientists and policy experts on how to explain complex socio-political issues to engage the public in policy solutions

Enumerate and translate a core story

Comment on materials

Research emerging issues and opportunities

Experiment with methods to root practical research in theory


FrameChecks of materials

Webinars, eWorkshops and multimedia translations of research and recommendations

Study Circles

Host framing blogs

Provide technical assistance

Work with organizations to rewrite materials

Work alongside grantees as part of an initiative

Take field practice back into research

FrameWorks Institute

What is a frame

What Is A Frame?

“The way a story is told – its selective use of particular values, symbols, metaphors, and messengers – which, in turn, triggers the shared and durable cultural models that people use to make sense of their world.”

-FrameWorks Institute



What these campaigns accomplish

What These Campaigns Accomplish

  • Redefine the problem

  • Redirect public thinking away from holding individuals accountable for outcomes to holding systems accountable

  • Connect these issues to deeply held American values

  • Provide a concrete mechanism for understanding how the issue works

  • Build a base on which legislative and other actions can be built

Campaigning for social change

Family Bubble

Campaigning for social change

Self-Made Child

Campaigning for social change

ECD = Cognitive Development

Campaigning for social change

Development is Complicated

Brain architecture toxic stress to explain child mental health

Brain Architecture + Toxic Stress to Explain Child Mental Health

Video clip

Project deliverables

Project Deliverables


  • Introductory Workshop: Changing the Public Conversation about Early Child Development

  • First Materials Review Report

  • First Web-based Webinar

  • Second Web-based Webinar

  • Introductory Webinar for Late-comers to the Study Circle

  • Storytelling Workshop

Project deliverables1

Project Deliverables

In process

  • Second Materials Review Report

  • Technical Assistance to Study Circle Participants

  • Technical Assistance to EEC

  • Technical Assistance to SAMSHA/Mental Health subgroup

  • Webinar for SAMSHA/Mental Health subgroup

  • Study Circle blog and homework

  • Final Spokesperson workshop

  • Text for Updated EEC Website

  • Campaign Creative Brief

Project deliverables2

Project Deliverables


  • Creative Brief – end of April

  • Three Advertorials - June

  • One Web-Based Campaign PSA - June

Focus of our work

Focus of our Work

  • Explaining that early childhood is a critical time to build skills that lead to school achievement in a well-framed manner

  • Increasing public understanding of the importance of early literacy and numeracy

  • Showing the important role that local communities play in child development and child mental health

  • Providing a rationale for business engagement

Creative brief

Creative Brief

  • Identify key challenges (based on ECD research) and make recommendations for how to address these challenges

  • Name target audiences for campaign activity

  • Define key message components and considerations

  • Define Dos and Don’ts for the campaign

Collaborating with study circle members

Collaborating with Study Circle Members

Members of the Study Circle will contribute to the creation of campaign documents by:

  • Identifying policy issues of interest

  • Creating issue-specific causal chains

  • Creating issue-specific social math examples

  • Contributing to well-framed stories

  • Serving as campaign spokespeople in their communities

  • Incorporating framing recommendations in their work

Advertorial contents

Advertorial Contents

  • Values: Thoroughly vetted models that can lift support for policies and programs that affect ECD and related issues in MA

  • Metaphors: Thoroughly tested with thousands of Americans, often in Boston

  • Causal Series: Made by FrameWorks and Study Circle participants

  • Social Math: Made by FrameWorks and Study Circle participants

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