IPPF Re-FramingHeather Barclay

19 November 2018

Outline

1. What we are trying to do

2. Brain basics

3. Framing and language

4. Values framing facts

What are we trying to do?

We are NOT Changing our positions

Watering down to attract others

Rejecting facts

Being emotional or histrionic

Doing what the opposition does

We ARE Communicating effectively

Reaching out to the middle of the pack

Framing our facts

Speaking to our core values

Learning from what works

What is a frame?

Frames are mental structures that shape the way we see the world.

Framing sets the terms by which your audience will think about your issue.

The frames we select as advocates will determine how our issues will be understood and acted upon in the public sphere.

Brain Basics

Brain Basics

1. Reasoning is not rational in the traditional sense

2. Frames determine the processing of facts

3. Up to 98% of reasoning is non-conscious

There is no arguing or making a statement without a frame

1 in 10 women and girls have an unmet need for family planning

OR

90% of women and girls have their needs for family planning met

Framing and language

Background

1. Every word evokes a frame

2. Frames block each other – you can only have one at a time

3. Frames trump facts

4. Linguist repetition strengthens the frame

5. Negating a frame activates the frame

Don’t think of Angela Merkel’s left foot

The umbrella is (not) open

Accidental own-goal?

Mother Jones: Abortion Is Not Murder (Aug 3, 2015)

The so-called "religious freedom" EO lets employers cherry-pick which laws to follow & gives #LicenseToDiscriminate:

Vote happening TODAY to "defund" @PPFA

Myth busting doesn’t bust myths

DO NOT activate opponent’s frames by using their language

Well intentioned ally blogger

Now you try it…..

Immediate reactions

Take your SRHR/women’s rights hat off

First 5/10 words

Values framing facts

Why values?

When we begin the conversation with a value, we are telling what our issue is about, in largest possible sense. This gives opportunity to understand what is truly at stake.

When we remind people of the wildly shared values they already incorporate in their thinking, we tap into powerful models that guide their thinking about themselves and their political responsibilities.

Values AND facts

Moral argumentation overrides factual argumentation

Moral frames move people, not facts – we need emotions to make decisions

How do we move from “neutral facts” to “well-framed facts”?

Need to connect with our values

Our Story

Victim

Harm

Villain

Hero

People act when there is a clear imperative: “free from” better than “free to”

Emphasise the villain causing the harm

Show how you are the hero and can stop the harm

Value based framingFraming What we are talking about here is care,

care about women’s and young people’s physical, mental and emotional well being

Issues Abortion CSE Contraception LGBTI

Values Care/empathy

Value based framingFraming No one should coerce you to go through a

pregnancy or to stay illiterate about deeply personal and important aspects of your life such as sexuality & affective relationships

Issues Abortion CSE Contraception LGBTI

Values Autonomy/self-determination

But it’s up to you….Discussion in pairs/threes…

Small group discussion

Does this make sense?

Can you see you/your org using this? And how?

What opportunities does it present?

Any AH-HA moments?

Any worries? Frustrations?

10min discussion – then 15min feedback

RECAP

RecapDO NOT

Move to the middle

Negate your opponents’ frames

Engaging in your opponents frames (“abortion isn’t murder”, “we’re pro-life”)

DO

Tell the FULL story

Use basic level language – can I touch it, see it, feel it

Remember to relate political issues to your morality and show how your values relate to your political work