#ShiftingTheNarrative: How Narrative Shift Works and Why It Matters

April 14, 2021  |   2 p.m. - 3 p.m. EST

The big story that dominates headlines around economic opportunity, the criminal justice system, gender equality, and many other issues has shifted over the decades -- and continues to shift today. In our new report, Shifting The Narrative, we explore narrative elements and messaging approaches to consider when trying to change the big story and how these shifts can happen.

Our recommendations are based on six case studies of narrative change that we researched: The Death Penalty; The War on Poverty; The "Blackfish" Effect; #MeToo; Gun Safety; and Racial Profiling. Our aim in this research was to identify the essential and replicable elements of past successful efforts, gleaning the insights captured in order to share our analysis with you. 

On April 14th, we launched our companion #ShiftingTheNarrative Livestream - a four-part series featuring members of our research team, along with narrative experts in the field on how and why #ShiftingTheNarrative matters. 

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