Strategic communications

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.


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


Equally Ours strategic communications and framing consultancy offers bespoke support from end-to-end, producing produce communications proven to change people’s hearts and minds about social issues.

Our team is rooted in the charity sector, with the skills and understanding to guide your charity from developing research questions to understanding current narratives, and developing, testing then implementing proven frames through campaign strategies.

Find out more about how our strategic communications training and consultancy can help, get in touch at

Our track record

We’ve collaborated with a number of national organisations, including Age UK, Unicef The Crown Prosecution Service and Mind, to create compelling communications campaigns that connect human rights to everyday life, empowering people to use their rights as and when they need to.

In May 2019 we launched the pilot of Human Rights. Our Rights. – our own long-term attitudinal change campaign to win hearts and minds on human rights. Find out more about the campaign here.

Strategic communications resources

As part of an ongoing project to build the strategic communications capacity of the equality sector, we’ve written a guide to talking about equality, based on ours and others’ research and best practice.

Download the Talking About Equality guide here

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