Framing an issue effectively means doing things a little differently to standard awareness raising or campaigning.
To frame an issue we need to:
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Know what we’re communicating into by understanding how people think and feel about this issue.
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Make deliberate choices when presenting information: what to emphasise, what to explain and what to leave unsaid.
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Trigger certain ways of thinking and bypass others – it’s very hard to argue against a feeling or belief once it’s activated.
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Show why it matters by aligning solutions with people’s ideals of what’s desirable and good.
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Show that change is possible, not that problems are huge and challenging.
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Give your audience ways to think differently instead of meeting them where they are.