Last newsletter we started to look at how we can use narrative strategies to put in place new systems and structures that look after everyone and our planet. We covered the first three strategies, building narratives with the most affected, leading with a concrete vision of what is possible and embracing shared intrinsic values. In this newsletter we pick up where we left off, covering how to make bold action seem feasible, why concrete language is essential, and the frames and metaphors to talk about reimagined systems.
4. Balance "bold and necessary" with "feasible and possible"
Radical change can seem very hard to achieve to people who may not see systems, and are unsure how to act. It is important to show and talk about how we are already engaged in much of the change that needs to happen in our world.
Avoid
Talking about how hard and difficult change will be.
Instead
Tell people the better way already exists and needs to be sped up and amplified.
For example:
Talk about how these better systems exist all around us, in the knowledge and solutions of indigenous peoples, in the ways our communities are caring for each other right now, and in our huge volunteer communities.
Provide proof of these reimagined systems in action.
Talk about the urgent need and opportunity to speed up and amplify the best of what is already happening.
Explain in concrete terms how we can support the best of what is already happening and make it easier through policy.
Examples of what is already happening which can be used to help people see how change is possible if these sorts of initiatives are supported, invested in and amplified: Papakainga housing, alternative businesses and economic models, alternative governance models
Avoid
Referencing “shovel ready” as a term, it won’t surface long-term thinking about reimagined systems.
Instead
Talk about the things that are “future ready”. For example, invest in activities that can unlock communities from intergenerational poverty while benefiting the planet.
5. Be concrete and specific about systems
A system is hard to see. It’s the water we’re swimming in. Most of us can’t see the systems we currently exist in. Imagining how that system could be different is even harder. To help people see how systems currently work, and how they could be different, we need to be as concrete and specific as possible.
Avoid
Talking about generic systems.
Instead
Describe the system in concrete terms.
For example when talking about economic systems:
Name the rules of the economic system and how they hurt people, remembering to name the agents who set those rules.
Describe how some people benefit more from the tax rules than others.
Explain how businesses are able to make a profit for shareholders from damaging the environment.
Point out that unpaid care work, which allows every other activity to happen in our economy, is unvalued.
When you talk about a reimagined future system, be as explicit and concrete about how that system would change people’s lives.
For example: Talk about a future in which everyone has:
a roof over our heads and food on our tables
time to care for our parents and our children
clean air to breathe and water to drink
the chance to make a good living with time left over to have a great life.
6. Use explanations that promote positive action
The metaphors we use to talk about the future help to activate different ideas and beliefs about that future. In turn, this can either increase or decrease people’s willingness to take action.
In the context of a post-COVID future, for example, metaphors about ‘rebuilding’ activate ideas around returning to the existing status quo. So we want to avoid these if we are trying to talk about how things could be better. Metaphors drawn from the body and health, on the other hand, can activate ideas about wellbeing and balance and making things better than before.
Avoid:
Recovery, rebuild - these metaphors make people think about ‘back to normal’
Revolution - activates biases about change and seems too hard
Try instead:
Journey metaphors, for example, choosing a better path, laying new tracks, at a crossroads, shaping our future, reimagining the possible
Body and health metaphors: healing our systems, caring for all communities
When you are applying these communications tips in practice, please remember that perfection is not the goal. We don’t want you to be paralysed by a concern that you might use a metaphor which evokes unhelpful ideas. Instead, think of these as ways to make things better rather than worrying about getting things wrong. And remember that our own research and communication advice - like that of the scientific community researching COVID-19 - is an ever evolving and iterative process.
As well as effective metaphors, we want to use frames that evoke useful ideas about the world. For example, common good frames help people see why building up our public resources are essential to the common good. We use this frame to highlight how a lack of support for public health has undermined that common good, and why it is fundamental to going forward.
What could this sound like in a narrative?
“COVID-19 has led to a profound experience of community connection. It has shown us what matters most to people in NZ - each other. This pandemic has revealed that our health and wellbeing is dependent on the health and wellbeing of everyone else. Like our bodies, if one part is injured or unwell, our whole system suffers.
COVID-19 has also shown where we can and must do better for many people. It has shown us that some of the ways business and policy are currently practiced are not working for us all, and hurting parts of our community.
Right now people in politics can be bold and create a better future for everyone by doing more of the best solutions that are already all around us. They can choose to value our carers, and invest in the kind of work that heals our environment and unlocks families from poverty.
People in politics can help us take the better path and shape a future for all of us, together.”
Alright, that was a lot.
When you are applying these communications tips in practice, please remember that perfection is not the goal. We don’t want you to be paralysed by a concern that you might use a metaphor which evokes unhelpful ideas. Instead, think of these as ways to make things better rather than worrying about getting things wrong. And remember that our own research and communication advice - like that of the scientific community researching COVID-19 - is an ever evolving and iterative process.
Further resources
You can get more guidance on narratives to use during COVID-19 in the message guide you were sent when you signed up for this newsletter.
If this email was forwarded to you and you don’t already have our guide, you can get a copy and future emails like this by signing up here. Or just get the guide here.
We’ve also made a short checklist of things to think of as you develop your COVID-related communications. It works together with our guide and you can get a copy here.
All the previous emails in this series are also available as blog posts here.
Get in touch with Rachel@theworkshop.org.nz if you would like to talk to us about how we can help you with specific advice or do a remote training for your team on communicating about COVID-19.
By being together in this crisis we will emerge stronger together after it.
Marianne, Jess, Sharon, Lucia and Rachel, at The Workshop