What is framing

Framing an issue effectively means doing things a little differently to standard awareness raising or campaigning.

To frame an issue we need to:

  1. Know what we’re communicating into by understanding how people think and feel about this issue.
  2. Make deliberate choices when presenting information: what to emphasise, what to explain and what to leave unsaid.
  3. Trigger certain ways of thinking and bypass others – it’s very hard to argue against a feeling or belief once it’s activated.
  4. Show why it matters by aligning solutions with people’s ideals of what’s desirable and good.
  5. Show that change is possible, not that problems are huge and challenging.
  6. Give your audience ways to think differently instead of meeting them where they are.

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