This document provides 8 ways to reframe poverty and open public minds to solving poverty issues. It begins by explaining the importance of framing and cultural models in shaping public sentiment. It then outlines the following strategies: 1) Understand cultural models of poverty; 2) Focus on poverty rather than benefits or the economy as the issue; 3) Connect with values like compassion to shift thinking; 4) Use credible messengers aligned with the audience; 5) Employ metaphors that shift thinking; 6) Use examples and stories rather than just data; 7) Position benefits as a solution rather than the problem; 8) Tell compelling stories. The overall aim is to strategically frame poverty issues in a way that engages the public and g
4. “
“Public sentiment is
everything. With it,
nothing can fail; against
it, nothing can succeed.
Whoever molds public
sentiment goes deeper
than he who enacts
statutes, or pronounces
judicial decisions.”
Abraham Lincoln
5. I’ll tell you what’s the greatest
power under heaven, and that
is public opinion - the ruling
belief in society about what is
right and what is wrong, what
is honourable and what is
shameful. That’s the steam
that is to work the engines.
George Eliot
10. John F. Kennedy, Yale University Commencement June 11, 1962
The great enemy of the truth is
very often not the lie—deliberate,
contrived and dishonest—but the
myth—persistent, persuasive and
unrealistic.
17. Cultural Models of...
Poverty in the UK The Game is Rigged
Economic Naturalism
FATALISM
Poverty Romanticism
NOSTALGIA
Spectrum of Self-Determination
Opportunity Structures
CONTEXT AND STRUCTURE
Non-Negotiable Needs
Post Poverty
CRITERIA
Self-Makingness
Culture of Poverty
RESPONSIBILITY
Government Responsibility
SOLUTIONS
Nothing
Tighten Benefits
Provide Core/Basic Support
Education
Post Poverty
Self-Makingness Poverty Romanticism
Economic Naturalism
The Game is Rigged
Culture of Poverty
Opportunity Structures
Spectrum of Self-Determination
Non-Negotiable Needs Government Responsibility
22. Compassion/Justice
In our society, we believe in
showing compassion towards
others, and protecting each other
from harm. Yet, right now, many
live in poverty. We share a moral
and social responsibility to ensure
that everyone in our country has a
decent standard of living.
Strategic way to redirect:
Moves thinking towards:
• Salience/Importance
• Social Responsibility
• Self Makingness
• Culture of Poverty
• Poverty Romanticism
• Social Responsibility
• Protect/Help Others
• It’s Not Right that Some Can’t Realize
Opportunity/Potential
Key components:
23. Words thatWork
“simply not acceptable"
“we won’t stand by and let
this happen in our society/
country”
“we won't stand for that”
“not on my watch”
“out of order”
“we’re not ok with this”
“it’s just not right”
“we need to put this right”
“morally wrong”
“our sense of decency”
“our society’s principles”
“In our society we believe in
doing the right thing. We look
out for each other. We provide
public services for everyone –
especially those who are in
greatest need.”
“whatever happens, as a
society we are in this together”
Measured Strident
28. Restricts & Restrains
Our economy is locking people in
poverty. Low paid, unstable jobs mean
more and more families can’t put food on
the table. With economy driving up the
cost of living, many are caught in a daily
struggle to make ends meet, unable to
think about a different future. It is hard to
break free from the constraints our
economy places on people.
Redirect away from:
Move thinking towards:
• What Surrounds Us, Shapes Us
• Spectrum of Self-Determination
• Social/Public Responsibility
• Self Makingness
• Culture of Poverty
29. Restricts & Restrains
Our economy is locking people in
poverty. Low paid, unstable jobs mean
more and more families can’t put food on
the table. With economy driving up the
cost of living, many are caught in a daily
struggle to make ends meet, unable to
think about a different future. It is hard to
break free from the constraints our
economy places on people.
Currents
Our economy creates powerful currents like
low wages and rising living costs that can pull
people into poverty. And sometimes things
happen that threaten to pull us under, like
losing a job, coping with a disability, or
leaving our home to get out of an abusive
relationship. We need a benefits system that
anchors people so they don’t get pulled into
the current and pushed into poverty.
31. Redesign the
Economy
The economy we have today was
designed—it is the result of a set
of decisions that were made
about our society’s priorities and
resources. Just as it was designed,
we can redesign it so that it works
for everyone.
Redirect away from:
Move thinking towards:
• Agency/Efficacy
• Design/Redesign
• Pragmatism—System That Should
Meet Our Needs
• Economic Naturalism
• Fatalism
33. CanPovertyExemplarsInfluence
PublicThinking?
The use of food banks has risen by almost a
third over the last three years. This is the
result of our society investing less and less
in making sure everyone’s needs are met.
By privatising social housing, cutting
benefits, and failing to ensure that people
can get stable, good-paying jobs, we have
left more and more people in need.
More than a million households living in
private rented accommodation are at risk of
becoming homeless. This is the result of our
society investing less and less in the broad-
based supports that make sure everyone’s
needs are met. By privatising social housing,
cutting benefits, and failing to ensure that
people can get stable, good-paying jobs, we
have left more and more people in need.
34. Framed with Data
There are currently 3.7
million children living in poverty
in the UK. That’s over a quarter of
all children. 1.7 million of these
children are living in severe
poverty. In the UK 63% of
children living in poverty are in a
family where someone works.
More and more children are
becoming homeless or living in
temporary housing – numbers
have risen by a third since 2014.
Families around the country are
feeling the impact of poverty.
Reframed with Issue Exemplar
36. Framing Benefits
1. Highlight ways that allpeople rely on social services
3. Provide examples of services; position welfare as
oneof these essential services
2. Show everyday nature of this use/reliance
38. Understand what you’re
up against
Set the right issue:
poverty
Connect with values to
shift thinking:
compassion + justice
1 2 3
Messenger matter:
credible, aligned, novel
Provide a mental image
that sticks:
restricts & restrains,
currents, design/redesign
Show don’t tell: the
power of examples:
foodbanks/housing
4
5 6
Position benefits as
solution
7
Tell a story
8
AVOID
ADVANCE £
39. “
Richard Rorty
A talent for speaking differently,
rather than arguing well, is the chief
instrument of cultural change.