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Framing Your Advocacy/Awareness Campaign Issue

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Jodie Nicotra

This document discusses how to effectively frame an advocacy or awareness campaign issue. It advises that framing sets the terms by which the audience will think about the issue, and to avoid using language from opponents. It also recommends branding the campaign issue by identifying the most compelling problem to solve, defining the problem using positive rather than negative language, and making the message concise and memorable.

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Framing Your Advocacy/Awar eness Campaign Issue
Framing Your Advocacy/Awareness Campaign Issue
FRAMING: Sets the terms by which your audience will think about your issue. If you don’t want audiences to think about your issue through a certain frame (your opponent’s, for instance), don’t use their language.
Framing Your Advocacy/Awareness Campaign Issue
• Tax relief • War on drugs/terror/poverty/C hristmas • Wasteful spending • The 99% • Gay marriage • Oil lifeline • Illegal immigrants • Global warming • ObamaCare • Living Wage • Partial Birth Abortion • Death tax
Branding your campaign issue: • Identify the most compelling problem to solve (connect to broader cultural stories). • You define your problem: use positive rather than negative language to frame your issue. • Make your message concise and memorable.

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Framing Your Advocacy/Awareness Campaign Issue

  • 1. Framing Your Advocacy/Awar eness Campaign Issue
  • 3. FRAMING: Sets the terms by which your audience will think about your issue. If you don’t want audiences to think about your issue through a certain frame (your opponent’s, for instance), don’t use their language.
  • 5. • Tax relief • War on drugs/terror/poverty/C hristmas • Wasteful spending • The 99% • Gay marriage • Oil lifeline • Illegal immigrants • Global warming • ObamaCare • Living Wage • Partial Birth Abortion • Death tax
  • 6. Branding your campaign issue: • Identify the most compelling problem to solve (connect to broader cultural stories). • You define your problem: use positive rather than negative language to frame your issue. • Make your message concise and memorable.