Welcome to Building a New Narrative on Human Services – a collection of framing research, recommendations, and sample communications designed to help leading voices explain the importance of human services.
This toolkit models the recommendations emerging from a Strategic Frame Analysis® – a multi-method investigation into the communications aspects of a social issue that yields evidence-based, actionable reframing tools and strategies. FrameWorks Institute conducted this research on behalf of the National Human Services Assembly (the Assembly), an association that represents more than 80 of the largest national nonprofit organizations. The reframing research and toolkit are a key part of the Assembly’s National Reframing Initiative, which seeks to build public understanding of human services to encourage more vibrant civic participation and deepen support for effective programs. This project is generously funded by the Kresge Foundation and the Annie E. Casey Foundation.
This toolkit includes three types of content:
For 15 years, FrameWorks Institute research has demonstrated that effective communications can help activate the public’s engagement with complex social issues. Our approach seeks to find ways of explaining an issue that can build a broad base of public will for an issue, identifying frames that can build engagement and understanding across lines of race, ethnicity, socio-economic status, education, or political affiliation. To learn more about the approach to reframing that informs this toolkit, visit our website.
New to framing? These materials offer a succinct overview.
Public thinking is like a swamp – and it can be hard to get your messages through.
With a map, you can navigate it.
Useful guides to keep communicators on frame.
These materials model how to apply the tested frame elements to your social media communications.
Compares the perspectives of human services experts and ordinary Americans to arrive at a set of priorities for building public understanding.
A MessageBrief drawing from a decade of research on how Americans think about child and youth development, offering new insights and recommendations for communicators.