Nicky Hawkins, director of impact, FrameWorks Institute Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Changing hearts and
minds in divided times
March 2020
Nicky Hawkins, Director of Impact
@TheNickyHawkins

4. A Brief Experiment
A brief experiment.

5. We all think in story.
“Humans cannot spend a moment of their waking
life without making inferences. They can spend
hours or even days without ever engaging in
reasoning.”
Hugo Mercier and Dan Sperber, The Enigma of
Reason

6. It’s all too easy to be stuck in the wrong story.

7. You say…they think
AAA BBB
People who are homeless are often
dealing with complicated situations—
like addiction. This is related to other
causes of homelessness, like poverty
and child trauma. We need to provide
people with the right support early to
prevent homelessness from happening.

8. Making choices about what to say and how to say it.
‣ What to emphasise
‣ How to explain it
‣ What to leave unsaid.
What is framing?

9. Framing is core to strategy

10. People aren’t fixed in their thinking.

11. People aren’t fixed in their thinking.

12. We can all think lots of different things.

13. THE OTHER SIDE
How public opinion work is often approached.

14. How it really works.

15. HOLDING SLIDE

16. It’s not about changing minds,
It’s about activating different
thinking.

17. -8
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“Parenting” “What children need”
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Supportforpolicies
andprogrammes
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The difference the right frame can
make

18. Which stories are holding us back?

19. Three stories we’re all navigating.
Individualism and self makingness
People succeed or fail only as a result of their own
choices, hard work and determination.
Shortcut

20. "I was so angry and frustrated and confused and I did
not know how to cope," Julian says. At 16, he left home,
moved into a homeless hostel and became addicted to
alcohol. He describes the care system as a "cattle
market" for homelessness.
Julian, who is now 27, says he woke up one day and
realised he needed to change. He asked for help after
years of refusing it and his early twenties went teetotal.
After studying for Highers, and an HNC, this September
he is due to start a university degree studying law.

21. Three stories we’re all navigating.
Us vs Them
‘Other’ people and communities have problems and
deficiencies that are built into 'their' culture. They are
fundamentally different to ‘us.’
Individualism and self makingness
People succeed or fail only as a result of their own
choices, hard work and determination.

22. 2018 Children’s Hearing Scotland recruitment campaign

23. 2019 Children’s Hearing Scotland recruitment
campaign

24. Three stories we’re all navigating.
Us vs Them
‘Other’ people and communities have problems and
deficiencies that are built into 'their' culture. They are
fundamentally different to ‘us.’
Individualism and self makingness
People succeed or fail only as a result of their own
choices, hard work and determination.

25. A guessing game

27. Three stories we’re all navigating.
Us vs Them
‘Other’ people and communities have problems and
deficiencies that are built into 'their' culture. They are
fundamentally different to ‘us.’
Fatalism
Problems we face in society are too big for us to
solve. The system is rigged and will never change.
Individualism
People succeed or fail a result of their own actions,
choices and drive.

28. Stories vs facts…
Study of myth-fact structure found:
‣ People misremembered the myths as
true.
‣ Got worse over time.
‣ Attributed false information to the CDC.
Skurnik et al 2005, Journal of
American Medical Association

29. Re-framing in action.

31. Communications can shift public understanding over time
Campaign Content Speech
Supportforchange
Campaign

32. What do people need to hear more
(and less) of on your issue?
Why does
this matter?
‣ What is it
about?
‣ Values
What can we
do about it?
‣ Explanation
How does this work?
‣ Solutions
‣ Change is
possible

33. © 2020 FrameWorks Institute
Slides in this presentation were developed by the FrameWorks Institute for individual use and cannot be represented, adapted, or distributed without the express written
permission of FrameWorks. All images in this presentation are licensed for the purpose of this presentation only and may not be reproduced.
www.frameworksinstitute.org
@TheNickyHawkins
FrameWorks Institute
Thank you.

34. 5 March 2020
Conference: Changing hearts and
minds: social science insights for
communicators

35. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk