Do you ever get the feeling that making change is like paddling against a strong current?
As change makers our end goal may seem like trying to reverse the waves: advertising, lifestyle expectations, career norms, social media and more often seem to pull our supporters in the opposite direction.
Below are two key resources that when used well, can not only turn the tide for your cause, but will have knock on effects for causes like yours.
In fact, the effects are so powerful, successful use of language not only helps your cause, but can build support for all causes that are aligned with you.
Common Cause helps us understand how to communicate in a way that reinforces the values that put and keep our issues at the front of mind.
Common Cause reports are freely available on their website and are well worth the time to read.
To understand the notion of framing that underpins Common Cause, you might want to start with George Lakoff’s book on framing.
If you’re looking for a practical introduction to framing and common cause, we conduct training workshops.
The Behavioural Insights Team (aka the nudge unit) originated in the British government to help government agencies maximise impact within the budget and other constraints of government. Applying research into behavioural psychology, they conducted experiments to learn how to create nudges – low cost changes that have a big impact.
For example, by changing the wording of an outreach program, they were able to increase donations by 6x.
The Behavioural Insights Team have assembled this and many of their findings into a summary guide for applying it: EAST: Four Simple Ways to Apply Behavioural Insights.
For greater detail, but a harder to remember acronym, their earlier report MINDSPACE has some interesting detail.
Want to dig into more detail. Check out some books to help with your advocacy communications.