Framing Communications to Drive Social Change

Brief

Framing Communications to Drive Social Change

Strategies for Promise Neighborhoods and Other Collective Impact Initiatives
November 15, 2021

Abstract

Framing is a crucial part of storytelling in all communications—from social media posts to long-form articles to funder presentations. Framing can determine how audiences interpret a message and whether the product achieves its goal. This brief summarizes a course presented by the FrameWorks Institute—in partnership with the US Department of Education and the Urban Institute, as part of the Promise Neighborhoods federal training and technical assistance support—about how the right framing can encourage audiences to understand the systemic causes of and solutions to social problems. This brief aims to equip Promise Neighborhoods grantees, partners, and leaders of other collective impact initiatives with strategies to more effectively communicate about their work and to build greater support for the structural changes needed to ensure all people in their communities have the opportunities they need to thrive.

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