Building a Strong Frame
Reorganizing points makes a difference
When we skip over deeper explanation of how a problem comes to be, we miss opportunities to build lasting public understanding.
Toolkit
When we are immersed in an issue and want to get others to care, we often begin our communications with a statement of the problem—and sometimes, we end them there, too. But this formula often fails to have the intended effect. When we skip over deeper explanation of how a problem comes to be, we miss opportunities to build lasting public understanding. And if we fail to emphasize the solutions we think would improve the situation, people often assume that there isn’t anything to be done, or gravitate toward ideas that won’t work.
Luckily, there is a framing fix: a different order. The technique involves leading with an aspirational principle, explaining the process at work, introducing the problem, and concluding with a proposal for change. See below for a generic outline as well as an example that applies the outline to the topic of childhood vaccinations.
You can read more about the social science that supports this sequence in Order Matters.
An outline for framing a social or scientific issue
Tap into a collective concern—ideally, using a tested message that speaks to shared values.
Establish a mechanism or process at play, using explanatory techniques like examples or metaphors.
Make social conditions or structures the “bad guys.” Paint these threats as important, but not insurmountable.
Highlight promising or proven collective approaches to addressing the problem.
Example Narrative #1: Vaccines for Children Program
When children are healthy, they can focus on learning and just being kids. Infectious diseases can pull them away from developmental tasks.
Just like the latest anti-virus software protects our computer networks, widespread vaccinations keep kids from getting and spreading serious diseases.
But too many families run into challenges keeping up with recommended schedule. They may delay due to cost. Others have questions, which pediatricians want to answer—but that takes time.
Support and encourage doctors to answer families’ questions by updating reimbursement policies.
Ensure that cost is never a barrier for families.
Example Narrative #2: School Entry Requirements
When children are healthy, they can focus on learning and just being kids. Infectious diseases can pull them away from developmental tasks.
Just like the latest anti-virus software protects our computer networks, widespread vaccinations keep kids from getting and spreading serious diseases.
In schools and child care centers, every child’s immune system should be up-to-date with recommended vaccines. Otherwise, the group is vulnerable to outbreaks.
Support strong immunization requirements, with only medically necessary exemptions.