Reframing guidelines
A step-by-step approach to building a narrative change campaign
Challenge, responses, approach & content
Definition & Contextual factors
Start by putting together a campaign strategy
Understand and personify the target groups
Map out possible value links
Find a narrative that engages and suits you
Choose a debate or event to target
What can you achieve?
Develop the nuts and bolts of the campaign
What are the core ideas you are trying to get across?
How are you going to illustrate you message?
A sticky phrase to brand the campaign
Key data that supports your messages
Videos, pictures and memes
Find a trusted voice & allies
Key conduit to reaching your target segment
The steps in roll-out plan
Test the campaign and prepare the team
Test your assumptions and refocus based on feedback
What the team should say and avoid
Preparing the team for dialogue with skeptical audiences
Tactical approach and emotional preparation
Get ready to go and roll it out
What will be the waves of the campaign?
Make sure everything is ready!
Are you hitting the minimum targets?
Consider predictable challenges and the unpredictable
Was your campaign effective?
how to measure reach, response & uptake
Your evaluation procedures