Introduction

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 exactly narrative is, if or why we should work to change it, and how to get started.

This guide, based on insights from Guiding Narrative Change: Considerations for the Philanthropic Field, is designed for philanthropic and backbone organizations who are conceptualizing, planning for, participating in, and/or funding narrative change efforts. In it you will find planning tools, tips for organizing your thinking, and checklists for establishing a solid strategy. In the full Guiding Narrative Change report, you can find a conceptual framework for narrative; a visual glossary of key concepts; lessons from a meta-analysis of research on narrative change; and case studies of narrative change efforts.

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