In partnership with Leading for Kids and with funding from the Robert Wood Johnson Foundation and the Children’s Hospital Association, the FrameWorks Institute is engaging in research to understand the cultural barriers to prioritizing children in policymaking and to develop a new narrative that can help put children’s wellbeing more squarely on the public and policymaking agendas. In this strategic brief, we report findings from the first phase of this project, which centers on understanding these cultural barriers and identifying possible directions for the development of a new narrative around kids.