Public opinion matters because it influences policy. We use an evidence-based, values-led approach to communication to shift public attitudes. And we strengthen the capacity of the sector to communicate more effectively on the issues that matter.

The majority of people tend to be conflicted about a range of social issues, which means they’re open to hearing both negative and positive messages about them.

There’s a growing body of evidence that we can shift public opinion in a progressive direction if we understand what people really think and feel about a social issue and why, and show how our work is deeply connected to the things they care about.

This powerful evidence-based, values-led approach to communicating – often called strategic communications – draws on frame theory and behavioural insight. And we have over a decade of experience of using this approach to effect social change.

There are four strands to our work in this area: audience insight research; frame and message development and testing; building the capacity of civil society to communicate and campaign for change; campaign and content creation.

Audience insight research

We’ve commissioned three significant pieces of research into public attitudes to equality and human rights and how to talk about them in a way that engages hearts and minds and leads to more progressive attitudes.

We actively share this learning, and learning from other framing initiatives across the sector, to help build the sector’s knowledge and capacity to campaign for change.

Frame and message development and testing

Equally Ours has developed and tested new frames and messages for talking about a range of equality and human rights issues. We support organisations and campaigns to find and test new ways of talking about issues to help people see them in new ways.

Training 

Through our practical and interactive workshops, we develop the knowledge, skills and confidence of campaigners and communicators to adopt a strategic communications approach in their work.

We’ve delivered Communications for Change training to hundreds of civil society organisations and run regular free and low cost courses. 

Equally Ours can also offer speakers for lectures, talk, seminars and conferences, to give your audience an insight into this powerful approach to communicating.

To find out more about our training visit the link below or get in touch at info@equallyours.org.uk