Summary

Narrative change is increasingly recognized as a key social change strategy, whether the goal is to change social norms, behaviors, policies, institutions, or systems. Yet it can be hard to pin down what narrative is, how it changes, and what role it plays alongside other social change strategies.

This resource is designed to help the philanthropic field clarify concepts, absorb key lessons from previous research and practice, and use the best available evidence to guide and support narrative change. The aim is to promote a more consistent and nuanced understanding of narrative change, how to achieve it, and how to support it.

In the report you will find:

• A visual glossary of key concepts to show points of connection and distinction between things like narrative, stories, and framing.
• Principles and patterns that guide successful long-term efforts to shift narratives.
• Practical tools for planning and assessing your narrative change efforts, including case studies of narrative change in practice.

For further reading on the topic of narrative change, check out Changing Narratives and Moving Mindsets.