About This CD

This CD brings together key documents from the FrameWorks Institute's research on how people in New Hampshire view the health care system in general, as well their reactions to specific reforms and arguments that health policy advocates have advanced in an effort to preserve existing coverage and expand access to quality, affordable coverage. This work was supported by grants from The Endowment for Health and HNHfoundation. It is also informed by similar work conducted in California with funding from the California Wellness Foundation and The California Endowment and in Arizona with funding from St. Luke's Health Initiatives.

Beginning in September 2002, the FrameWorks Institute initiated a series of integrated research projects designed to determine how Granite State residents think about health care and the problems facing the health care system. The goal of this communications research was to help health policy analysts and advocates make the public case first for preserving existing health coverage programs and, second, for expanding New Hampshirites' access to affordable health insurance and comprehensive health care services.

The goal of this work is not to supplant or substitute popular messages for needed remedies and proven policies but rather to translate those policies that health policy experts believe will improve New Hampshire residents' health into language and concepts the public can grasp. Its ultimate destination is the wide array of groups and individuals who wish to elevate the importance of health care system reforms with community stakeholders, voters and policymakers. To that end, this CD includes not only the foundational research on public attitudes but also applications materials that model the translation process necessary to engage the public in solutions. By identifying specific practices that research suggests would advance public understanding as well as those that are likely to impede it, the applications section of this CD is intended to help health care reformers advance the public dialogue. .

The research and materials included on this disk reflect the perspective of strategic frame analysis, a multi-disciplinary multi-method approach to communications about social issues pioneered by the FrameWorks Institute and its research partners. Put simply, the way the news is "framed" on many issues sets up habits of thought and expectation that, over time, are so powerful that they serve to configure new information to conform to this dominant frame. When community leaders, service organizations and advocacy groups communicate to their members and potential adherents, they have options to repeat or break these dominant frames of discourse. Understanding which frames serve to advance which policy options with which groups becomes central to any movement's strategy. The literature of social movements suggests that the prudent choice of frames, and the ability to effectively contest the opposition's frames, lie at the heart of successful policy advocacy. A more extensive description of strategic frame analysis is available at www.frameworksinstitute.org.

Included on this CD are analyses of all research conducted in New Hampshire; we strongly urge those who would reshape public opinion to read these documents carefully. Also offered is a summary of key findings across the research papers.

A FrameWorks Message Memo offers insights across the research and makes specific recommendations about communications "do's" and "don'ts". It is updated by a subsequent memo that incorporates the final round of original New Hampshire research and explains how this new research further informs our reframing options.

The Applications section includes model op/eds, FAQs and responses to typical interview questions - all incorporating the FrameWorks message suggestions.

To keep the learning going, a section on Resources offers more about framing.

This CD is copyrighted by the FrameWorks Institute. Standard rules of attribution and usage apply as to any intellectual property. Got questions? info@frameworksinstitute.org