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 ARTICLESReframing Tricks and Treats to Avoid Fatalism
Happy Halloween! To celebrate the holiday, we’re reviewing some common ways the human service sector can undercut its communications’ goals — specifically tactics that “spook” our audiences by activating a sense of fatalism, or a misperception that challenges are too big, complex and entrenched to address or solve. This limited outlook means the public thinks […]
FEATURED ARTICLESDon’t Go It Alone: Revisiting the Implementation Guide
As newsletter readers may recall, the National Reframing Initiative in February released its online Implementation Guide, a consolidated resource to help the National Reframing Network effectively reframe communications with the Building Well-Being Narrative and other strategies. Since most of the questions we receive from the Network relate to applying the frame to organization communications, we […]
FEATURED ARTICLESNew Report Uses Reframing Strategies to Explain Nonprofit Sector
The National Council of Nonprofits, a National Human Services Assembly member, in September released the report “Nonprofit Impact Matters: How America’s Charitable Nonprofits Strengthen Communities and Improve Lives,” demonstrating nonprofits’ commonalities and aligned interests to enable them to “advance their missions even further to shape a better future for everyone.” “Nonprofit Impact Matters” artfully incorporates […]