Campaigningfor Social Change

FrameWorks Institute

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

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•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

Family BubbleFamily Bubble

Self-Made ChildSelf-Made Child

ECD = Cognitive Development

ECD = Cognitive Development

Development is Complicated

Development is Complicated

Brain Architecture + Toxic Stress to Explain Child Mental

Health

Video clip

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

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 Deliverables

Project Deliverables

Upcoming

•Creative Brief – end of April

•Three Advertorials - June

•One Web-Based Campaign PSA - June

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

•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

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

•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