Health

Health matters to all of us, but people tend to think about it in narrow, stigmatizing, and fatalistic ways. Framing can help widen the lens.

Too often, factors and circumstances that shape our health are devalued or ignored. The public, elected officials, and some health providers tend to focus narrowly on lifestyles and behaviors.

Language can entrench and spread misconceptions—or it can unlock alternative ideas and perspectives.

Explore these studies to find frames that help explain the social determinants of health and health equity.

Featured Work

Framing Resource

Talking about Health Equity

Here are three sample definitions that use the phrases “fair and full” or “fair and just,” which can complement or replace the word equity.

Toolkit

Boosting Public Discourse: Reframing Childhood Immunization

Find guidance and resources to advocate for expanding access to childhood and adolescent vaccination.

Framing Resource

Explaining the Social Determinants of Health

Here are helpful things to keep in mind when you’re trying to explain why some demographic groups experience better or worse health outcomes than others.

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Report

Testing Metaphors for Key Concepts in Early Childhood Development

This study reports on the development and testing of explanatory metaphors that translate the science of early childhood development into language that is more accessible to the public and...

Toolkit

Recommended Resources

You can learn more about FrameWorks research on vaccine communications in these resources.

Toolkit

Words to Watch

Sometimes, a single word can make the difference between a conversation that goes well and one that goes astray.

Toolkit

Key Messages

These three key messages are the main points to make with families.

Toolkit

Must-Have Messenger Mindset: It’s About the Relationship

Several attitudes and actions were effective at moving families toward accepting vaccines for their children.

Toolkit

Building Trust in the Moment

A personalized, nonjudgmental, “listen and learn” approach is a must for building families’ confidence in childhood vaccines.

Toolkit

Family Mindsets: What to Listen For

Understanding existing patterns of American thinking on vaccines can help us notice, analyze, and respond to parents’ and caregivers’ assumptions in a systematic and evidence-based way.

Toolkit

Moving Mindsets: Techniques for Redirecting Thinking

Once you have identified the mindsets that are driving a family’s decision-making, select one to target for change.

Toolkit

Message Moves that Build Vaccine Confidence

Here is a short list of five key moves to keep in mind as you navigate your way through conversations with families who have not yet vaccinated their child against COVID-19.