Campaigning for Social Change. FrameWorks Institute Research Work with scientists and policy...
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Campaigningfor Social Change
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FrameWorks Institute
Research
Work with scientists and policy experts on how to explain complex socio-political issues to engage the public in policy solutions
Enumerate and translate a core story
Comment on materials
Research emerging issues and opportunities
Experiment with methods to root practical research in theory
FieldBuilding
FrameChecks of materials
Webinars, eWorkshops and multimedia translations of research and recommendations
Study Circles
Host framing blogs
Provide technical assistance
Work with organizations to rewrite materials
Work alongside grantees as part of an initiative
Take field practice back into research
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What Is A Frame?
“The way a story is told – its selective use of particular values, symbols, metaphors, and messengers – which, in turn, triggers the shared and durable cultural models that people use to make sense of their world.”
-FrameWorks Institute
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What These Campaigns Accomplish•Redefine the problem
•Redirect public thinking away from holding individuals accountable for outcomes to holding systems accountable
•Connect these issues to deeply held American values
•Provide a concrete mechanism for understanding how the issue works
•Build a base on which legislative and other actions can be built
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Family BubbleFamily Bubble
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Self-Made ChildSelf-Made Child
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ECD = Cognitive Development
ECD = Cognitive Development
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Development is Complicated
Development is Complicated
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Brain Architecture + Toxic Stress to Explain Child Mental
Health
Video clip
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Project Deliverables
Completed
Introductory Workshop: Changing the Public Conversation about Early Child Development
First Materials Review Report
First Web-based Webinar
Second Web-based Webinar
Introductory Webinar for Late-comers to the Study Circle
Storytelling Workshop
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In process
Second Materials Review Report
Technical Assistance to Study Circle Participants
Technical Assistance to EEC
Technical Assistance to SAMSHA/Mental Health subgroup
Webinar for SAMSHA/Mental Health subgroup
Study Circle blog and homework
Final Spokesperson workshop
Text for Updated EEC Website
Campaign Creative Brief
Project Deliverables
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Project Deliverables
Upcoming
•Creative Brief – end of April
•Three Advertorials - June
•One Web-Based Campaign PSA - June
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Focus of our Work•Explaining that early childhood is a critical
time to build skills that lead to school achievement in a well-framed manner
•Increasing public understanding of the importance of early literacy and numeracy
•Showing the important role that local communities play in child development and child mental health
•Providing a rationale for business engagement
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Creative Brief
•Identify key challenges (based on ECD research) and make recommendations for how to address these challenges
•Name target audiences for campaign activity
•Define key message components and considerations
•Define Dos and Don’ts for the campaign
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Collaborating with Study Circle Members
Members of the Study Circle will contribute to the creation of campaign documents by:
•Identifying policy issues of interest
•Creating issue-specific causal chains
•Creating issue-specific social math examples
•Contributing to well-framed stories
•Serving as campaign spokespeople in their communities
•Incorporating framing recommendations in their work
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Advertorial Contents
•Values: Thoroughly vetted models that can lift support for policies and programs that affect ECD and related issues in MA
•Metaphors: Thoroughly tested with thousands of Americans, often in Boston
•Causal Series: Made by FrameWorks and Study Circle participants
•Social Math: Made by FrameWorks and Study Circle participants
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