Campaigning for Social Change

1. Campaigningfor Social Change

2. 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 Experiment with methods to root practical research in theory FieldBuilding 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

3. 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

6. Stuff

7. 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

10. Family Bubble

11. Self-Made Child

12. ECD = Cognitive Development

13. Development is Complicated

14. Brain Architecture + Toxic Stress to Explain Child Mental Health Video clip

17. Project Deliverables Completed • 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

18. 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

19. Project Deliverables Upcoming • Creative Brief – end of April • Three Advertorials - June • One Web-Based Campaign PSA - June

20. 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

21. 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

22. 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

23. 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