Lesson 23:

Don’t Think Of An Elephant!

Frames are mental structures that shape the way we see the world. In politics, frames shape our social policies and the institutions we form to carry out policies. To change our frames is to change all this… Re-framing is social change…
George Lakoff

Homework:

• What is the main/most powerful frame your NGO uses to convey the importance and effectiveness of its work?
• Are there any parts of your NGO’s “story” that inadvertently undermine its central contribution in your key target’s mind?

Recommended Reading:

Don’t Think of an Elephant!: Know Your Values and Frame the Debate–The Essential Guide for Progressives
Community Leadership Handbook: Framing Ideas, Building Relationships, and Mobilizing Resources