Framing is the choices we make about what ideas we share and how we share them. It’s what we emphasise, how we explain an issue, and what we leave unsaid.
These choices affect how people think, feel and act.
Frames are more than key words, phrases or messages. Frames are the ideas that provide a scaffolding for you to build your communications, helping you to tell the same powerful story but in different ways – adapted for your audience and channels.
All information is framed. By testing different frames, we can make sure we’re using the best frames and our communications are doing the work we need them to do.
At FrameWorks, we research and test frames to help organisations create change because we know that if we change the story, we can change the world.
Framing
Framing is the choices we make about what ideas we share and how we share them. It’s what we emphasise, how we explain an issue, and what we leave unsaid.
Mindsets
Mindsets are the mental shortcuts that guide our thinking without us realising it. They are our default assumptions about the world around us, which shape how we think and act in the world – around issues, people, and responsibility. They are shared across culture and activated by the things we see and hear. Some people call these ‘deep narratives’. Our research is based on understanding mindsets.
Strategic communications
Strategic communications are an overall approach to using a combination of framing and techniques like messaging and storytelling to achieve a specific aim.
Narrative change
Narrative change means shifting the dominant stories about an issue. We can achieve this by applying strategic communications consistently over time to change media discourse and public conversation, and create demand and space for change.
Changing the story
Our framing research has helped organisations and change-makers spark major shifts in public thinking.
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