National Reframing Human Services Initiative
Building Well-Being So Everyone Can Reach Their Full Potential
An Introduction to Reframing
Human services play a vital role in ensuring that everyone has the opportunity to reach their full potential and contribute to their communities. Yet the rich value, broad scope, and vast societal benefits of human services are simply not resonating with the public. As a result, the human service sector has struggled to marshal the resources and public engagement necessary to address the complex issues facing their communities. Since 2012, the National Human Services Assembly’s National Reframing Initiative has worked to change the conversation on human needs in order to make human services a national priority.
The National Reframing Initiative builds broader and more robust civic support for human services to improve well-being for all people across their lifespan. To help create an effective and evidence-based strategy, the National Assembly engaged the FrameWorks Institute to conduct a multiyear study on how best to build the public’s will to support the sector’s important work. Based on the findings, FrameWorks identified an overarching story, the Building Well-Being Narrative, that is proven to significantly increase the public’s knowledge of what human services are and why they are critical for a vibrant society.
To accelerate the widespread adoption of this new approach into human service communications, the National Reframing Initiative advances comprehensive mobilization and implementation strategies at the local, state, and national level, including:
- Developing publically available tools and resources to help organizations, associations, and networks integrate the Building Well-Being Narrative into their communications;
- Providing targeted trainings and short- and long-term technical assistance to deepen the reframing capacity of human service organizations and allies; and
- Creating and disseminating reframed messages to provide policymakers, the media, and the public with a more accurate understanding of the vital role of the human service sector.
This initiative is generously funded by The Kresge Foundation.
FEATURED ARTICLESCommunications in a Time of Crisis
Human service organizations across the country are playing a uniquely challenging role as part of the nation’s response to COVID-19, delivering essential services during a constantly evolving public health crisis while planning for the long-term needs that communities will face in the recovery phase. Recognizing that the pandemic will place a strain on an already […]
FEATURED ARTICLESNew Video Builds Awareness for Human Services in Illinois
Last year, we told you about the success of National Reframing Initiative partner Illinois Partners for Human Service’s digital marketing campaign, “Our Shared Human Story” (OSHS). OSHS “is a campaign aimed at increasing awareness of the sector and changing public perception of human services.” Illinois Partners, a statewide coalition of over 800 human service organizations, […]
FEATURED ARTICLESMedia’s Response to 2021 Budget Reinforces Need for Reframing
Earlier this month, the Administration released its Fiscal Year 2021 budget with expected funding cuts to several human service programs, including the Supplemental Nutrition Assistance Program (SNAP) and Medicaid, as well as eliminating funding for others such as after school programs and the Community Development Block Grant. And expectedly, media headlines followed citing decreased funding […]