Opening workshop of New Narratives Lab 2022 kicks off the piloting phase!

Submitted by Eoin Young on Τετ, 06/04/2022
Events

 

 

Workshop Title: Building presence of social cohesion narratives with “The Established”

Project: New Narratives Lab 2022: Workshop 1 – in the RESET project

Date: 24 & 25 March, 2022

Location: Glaskiste1 , ExRotaprint, Berlin 13357 (at ICPA office)

ICPA Training Team: Eóin Young, Lisa Quinn, Tiffany Shakespeare

In this opening workshop of the New Narratives Lab in 2022, we were delighted to welcome the participants back to meet face-to-face in Berlin at our office premises, build on the work completed in the New Narratives Lab in 2021 and get the 2022 Lab off to a good start! The workshop was attended by 8 participants from five member organisations and CLAIM’s Berlin Office.

In 2021, the Lab supported a core working group of CLAIM members to develop and test a narrative change strategy to constructively engage one specific segment of the movable middle they chose to target, “The Established”2 . The value-based, social cohesion-oriented narrative strategy was tested with focus groups from the target segment in December 2021.

 

 

interaction

A key takeaway from the focus groups was the recognition of the need to build broad presence of new post-migration stories, where there is resonance and connection in shared values, experiences and challenges. Hence, in 2022 the Lab aims to empower and mobilise Lab participants to lead a pilot implementation phase of the value-based narrative change strategy through disseminating stories, the tested value appeals and also try out building the strategy into their existing project work where possible. So, through the Lab in 2022, we look forward to supporting CLAIM members to bring the test strategy to life!

As the opening event for this stage of the Lab, the aim of the workshop was:

to build an in-depth understanding of the strategic communications targets, processes and piloting approaches supported through the New Narratives Lab in 2022 and provide space to brainstorm initial ideas for pilots.

 

Key elements of the workshop:

  • Clarification of the steps in the Lab process and the piloting options
  • Targeting presence and immersion of narratives in a strategic communications approach
  • Working directly with protagonists to develop engaging and authentic stories that have the right balance of resonance and dissonance for the target segment(s).
group

 

An example of the work we did together in the workshop was to discuss and illustrate how to bring social cohesion narratives to life through a strategic communications intervention: participants were excited to analyse and discuss such a UK project called The Great Get Together by the Jo Cox Foundation3 .

 

ggt

 

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