Ed Walz
Colleen Chapman
September 16, 2013
Talking About Better
The Narrative Project
The Narrative Project
The Narrative Project
The Narrative Project
Today’s Child Welfare Conversation
Today’s Child Welfare Conversation
Today’s Child Welfare Conversation
• Focus: Child deaths and aging out
Today’s Child Welfare Conversation
• Focus: Child deaths and aging out
• Response: Firing and finger-pointing
Today’s Child Welfare Conversation
• Focus: Child deaths and aging out
• Response: Firing and finger-pointing
• Frame: Tra...
Today’s Child Welfare Conversation
• Focus: Child deaths and aging out
• Response: Firing and finger-pointing
• Frame: Tra...
Questions?
A Message vs.
A Message Narrative
A Message
A Message
Don’t Cut Kids
A Message Narrative
A Message Narrative
Don’t Cut Kids
A Message Narrative
Message 2
Message 3
Message 4
Message 5
Don’t Cut Kids
A Message Narrative
Message 2
Message 3
Message 4
Message 5
Don’t Cut Kids
A Message Narrative
Message 2
Message 3
Message 4
Message 5
Don’t Cut Kids
A Message Narrative
Message 2
Message 3
Message 4
Message 5
Don’t Cut Kids
Questions?
A Child Welfare
Message Narrative
The Oregon Narrative
Tweaked With SPARC States
Messages Meet the Audience
Where They Are
Don’t know what we’re talking about
Don’t know what we’re talking about
Family values means protecting and nurturing our
children. When it comes to child abus...
Are focused on costs
Are focused on costs
Tough times are the most
important times to protect kids
Are ready to hear solutions
We know how to make
progress – let’s build on what
works and fix what doesn’t
Are ready to hear solutions /
Don’t believe progress is possible
We know how to make
progress – let’s build on what
works ...
Can start seeing a payoff
Can start seeing a payoff
Leadership is paying off, and things are
getting better for our children & our state
1. With str...
Want to finish the job
Want to finish the job
If we maintain our commitment, we can
build a state that reflects our values, where
all kids are sa...
A Child Welfare Narrative
Family values means protecting and nurturing children
Tough times are the most important times t...
Built for Flexibility
Built for Flexibility
 Room for your policy agenda
Built for Flexibility
 Room for your policy agenda
 Your supporting points prove the point
Built for Flexibility
 Room for your policy agenda
 Your supporting points prove the point
 Not a script
Questions?
Test States
In Practice – 2012
Child advocate says foster care improvements are possible in Oklahoma
When it comes to child abuse and ...
In Practice – 2013
Questions?
Next Steps
Next Steps
1. One-on-one call
Next Steps
1. One-on-one call
2. Send us examples
of your work
Next Steps
1. One-on-one call
2. Send us examples
of your work
3. Send us feedback
on the narrative
Next Steps
1. One-on-one call
2. Send us examples
of your work
3. Send us feedback
on the narrative
4. Aim to finalize in
...
www.firstfocus.net
Thank You
Ed Walz
Vice President, Communications
First Focus
edw@firstfocus.net
202.657.0685
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Talking about better sparc webinar 2013-09 (2)

  1. 1. Ed Walz Colleen Chapman September 16, 2013 Talking About Better
  2. 2. The Narrative Project
  3. 3. The Narrative Project
  4. 4. The Narrative Project
  5. 5. The Narrative Project
  6. 6. Today’s Child Welfare Conversation
  7. 7. Today’s Child Welfare Conversation
  8. 8. Today’s Child Welfare Conversation • Focus: Child deaths and aging out
  9. 9. Today’s Child Welfare Conversation • Focus: Child deaths and aging out • Response: Firing and finger-pointing
  10. 10. Today’s Child Welfare Conversation • Focus: Child deaths and aging out • Response: Firing and finger-pointing • Frame: Tragic failure
  11. 11. Today’s Child Welfare Conversation • Focus: Child deaths and aging out • Response: Firing and finger-pointing • Frame: Tragic failure • Consequence: Always on defense
  12. 12. Questions?
  13. 13. A Message vs. A Message Narrative
  14. 14. A Message
  15. 15. A Message Don’t Cut Kids
  16. 16. A Message Narrative
  17. 17. A Message Narrative Don’t Cut Kids
  18. 18. A Message Narrative Message 2 Message 3 Message 4 Message 5 Don’t Cut Kids
  19. 19. A Message Narrative Message 2 Message 3 Message 4 Message 5 Don’t Cut Kids
  20. 20. A Message Narrative Message 2 Message 3 Message 4 Message 5 Don’t Cut Kids
  21. 21. A Message Narrative Message 2 Message 3 Message 4 Message 5 Don’t Cut Kids
  22. 22. Questions?
  23. 23. A Child Welfare Message Narrative
  24. 24. The Oregon Narrative
  25. 25. Tweaked With SPARC States
  26. 26. Messages Meet the Audience Where They Are
  27. 27. Don’t know what we’re talking about
  28. 28. Don’t know what we’re talking about Family values means protecting and nurturing our children. When it comes to child abuse and neglect, that means … 1. We’ve got to strengthen families, so we can prevent abuse or neglect whenever possible. 2. And, when abuse or neglect happens, we must take swift but thoughtful actions that give kids the best possible chance to grow up in a safe, stable, loving, and supportive permanent home and build successful, independent adult lives.
  29. 29. Are focused on costs
  30. 30. Are focused on costs Tough times are the most important times to protect kids
  31. 31. Are ready to hear solutions We know how to make progress – let’s build on what works and fix what doesn’t
  32. 32. Are ready to hear solutions / Don’t believe progress is possible We know how to make progress – let’s build on what works and fix what doesn’t We know how to prevent these tragedies – let’s stop pointing fingers and start solving problems
  33. 33. Can start seeing a payoff
  34. 34. Can start seeing a payoff Leadership is paying off, and things are getting better for our children & our state 1. With stronger kids, families, & communities 2. And, with swift and thoughtful action to help abuse and neglect victims
  35. 35. Want to finish the job
  36. 36. Want to finish the job If we maintain our commitment, we can build a state that reflects our values, where all kids are safe and have a chance to reach their potential
  37. 37. A Child Welfare Narrative Family values means protecting and nurturing children Tough times are the most important times to protect kids We know how to make progress – let’s build on what works & fix what doesn’t Leadership is paying off, and things are getting better We can build a state where all kids live safe and thrive
  38. 38. Built for Flexibility
  39. 39. Built for Flexibility  Room for your policy agenda
  40. 40. Built for Flexibility  Room for your policy agenda  Your supporting points prove the point
  41. 41. Built for Flexibility  Room for your policy agenda  Your supporting points prove the point  Not a script
  42. 42. Questions?
  43. 43. Test States
  44. 44. In Practice – 2012 Child advocate says foster care improvements are possible in Oklahoma When it comes to child abuse and neglect, we have two basic responsibilities. We must strengthen families to prevent abuse or neglect whenever possible. And we must take swift but thoughtful actions that give kids the best possible chance to grow up in a safe, stable, loving and supportive permanent home. The Legislature is finalizing legislation to help child welfare officials make better use of the resources they have and to improve the options available to children affected by abuse or neglect. One problem we know is that state workers have too much on their plates.They must build relationships in the community — taking time and resources they don't have — before they can begin the equally challenging work of recruiting and supporting foster families and youth and then address the unique needs of each child and family.
  45. 45. In Practice – 2013
  46. 46. Questions?
  47. 47. Next Steps
  48. 48. Next Steps 1. One-on-one call
  49. 49. Next Steps 1. One-on-one call 2. Send us examples of your work
  50. 50. Next Steps 1. One-on-one call 2. Send us examples of your work 3. Send us feedback on the narrative
  51. 51. Next Steps 1. One-on-one call 2. Send us examples of your work 3. Send us feedback on the narrative 4. Aim to finalize in 2014
  52. 52. www.firstfocus.net Thank You Ed Walz Vice President, Communications First Focus edw@firstfocus.net 202.657.0685

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