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:
When communicating with the public or policymakers, communicators are encouraged to borrow the toolkit language verbatim if desired, or to adapt the examples to the immediate needs of a local communications context. No citations or special permissions are needed for these public-facing applications. For other uses of toolkit materials – such as incorporating these materials into trainings or another communications resource – please refer to FrameWorks Institute’s terms of use for guidance on seeking permissions.
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.
