What are you going to say?

Framing is a critical step in developing your campaign strategy. Framing relates to the meaning, views and associations we attribute to all aspects of our lives.

Think of it as a lens in your mind through which you view the world. How you frame your issue can determine a person’s decision to engage with your cause or take action on behalf of it. You can have different messages for different target audiences, but they should all sit within an overarching frame and narrative. An effective frame will:

  • articulate the issue in a compelling and authentic way
  • appeal to people’s values
  • show how things can improve
  • outline what a person can do to help achieve that.

To bring about real change, we must communicate with people in a way that creates understanding and emotional resonance, and inspires them to take action. If a person connects with your message, the issue is no longer abstract or unknown – it becomes personal and real. Strategic use of campaign messages that elicit an emotional response and create a human connection will convert observers to supporters and help meet your campaign objectives. Strategic use includes being acutely aware of what platform and when is best to share a message.

Equally important is the messenger. Consider who your message is for and who is best placed to communicate it for you. You might have a powerful story to tell, but it could get lost if the messenger is misaligned with the target audience.

Above all, you must be authentic. Honest, transparent and reliable messaging that is true to your cause will result in deeper, more meaningful engagement with audiences.