National Human Services Assembly

Using the Frame

A Practical Implementation Guide

Building Well-Being: A New Narrative for Human Services

Reframing is a powerful communications strategy that carefully considers how storytelling choices, such as the specific values invoked and the metaphors used, influence the public’s perceptions and responses to a particular issue.

On the National Assembly’s behalf, FrameWorks Institute’s research identified what we call the Building Well-Being Narrative, a frame that significantly increases the public’s understanding and support of human services by:

The National Reframing Initiative developed this practical Implementation Guide to help human service organizations and allies fully integrate the Building Well-Being Narrative into their communications. The following modules offer user-friendly recommendations, strategies, and real-world examples for each step of the reframing process.

MODULE 1: Building the Case for Reframing – Understand the need for reframing and learn strategies to build organizational and stakeholder support.

MODULE 2: Implementing the Frame – Explore how to begin reframing your organization’s key communications.

MODULE 3: Sustaining Reframing – Discover steps to fully integrate reframing into communications and ensure reframing practices are consistent and ongoing.

MODULE 4: Engaging the Community – Gather tips for expanding the frame across your community through advocacy, mobilization, and coalitions.

For more guidance and support, sign up for our Reframing Network Newsletter and visit FrameWorks’ Building A New Narrative on Human Services Toolkit.

This initiative is generously funded by The Kresge Foundation.

Building the Case for Reframing

MODULE 1: Learn more about building the case for Reframing to gain support from key stakeholders, such as your CEO, board, and external partners.

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Implementing the Frame

MODULE 2: Learn how to do a thorough review and revision of organizational communications and materials once your organization is on board with Reframing.

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Sustaining Reframing

MODULE 3: Learn how to achieve sustainability by establishing Reframing as the lens through which to make communications, development, and policy decisions across the organization.

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Engaging the Community

MODULE 4: Learn how to understand and capitalize on the power and efficiencies of coalitions for advocacy objectives with reframing and achieve the benefits of formal collaboration.

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Background

Learn about the important research supporting the National Reframing Initiative and the various implementation phases since its inception in 2012.

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Reframing Resource Library

Find tools, presentations, publications, implementation guides, news items, and more, all relating to the National Reframing Initiative.

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Sign Up For the Reframing Network Newsletter

Don't miss out on the latest Reframing news! Sign up for our network newsletter, specifically for the Reframing Human Services Initiative to stay informed about program updates, implementation tips, best practice guides, practical advice, new publications, and more.

Recent Policy Actions

See our most recent policy actions and advocacy efforts of the Washington Policy Council.