Engaging hearts and mindsets

Strategic framing is the practice of considering how the words we choose can influence the outcomes we want to achieve. By applying a series of principles that have been tested and validated through research, we can learn to frame our communications for maximum effectiveness to achieve our shared goal of influencing positive change for all Queensland children.

Framing is the choices we make in what we say and how we say it. We’re framing when we decide what to emphasise, how to explain, which metaphors to use, which values to centre, and even what to leave unsaid. These choices matter. They affect how people hear us, what they understand, and how they act. When we change the story and how we tell it, we can change the world.

Framing is the long-term endeavor of shifting public thinking in a new direction, whereas messaging tends to be targeted at a specific and measurable goal that suits the short-term moment. Whereas messaging can be varied across different audiences and settings, framing needs to be consistent over time to strengthen particular mindsets across society.

The tools of framing are “frame elements”—things like metaphors, values, and explanatory chains. We can embed these frame elements into our messages, but the actual language of the message itself can be adapted as needed. (For instance—there’s more than one way to embed a value within a message.)

The aim of frame testing is to assess the potential of the conceptual content of frame elements (for instance, what happens when we emphasize a certain value, or draw on a certain metaphor?). The aim of message testing is to assess the performance of the precise wording of the message, such that the message itself can be recommended to the field.

We have partnered with Queensland Kids Partnership to lead a strategic framing initiative. The purpose is to influence a mindset shift in public understanding and support for systemic change for all Queensland children and young people to thrive.

By using framing evidence, we can shift public understanding, generate helpful narratives and support for better policies, and engage the whole community in our work.

Together with our partners we’re exploring, sharing, and putting into practice the growing evidence about how best to talk about – or frame – child development and wellbeing. 

The initiative aims to connect people and organisations, collate the most relevant information, and support each other to communicate effectively to drive change.

Learn more at the Framing for Change learning hub.

We have established a Community of Practice to help people apply positive framing in their work, and share knowledge across sectors.

The Community of Practice is open to:

• communications professionals
• practitioners working with children, young people and families
• anyone involved in health, wellbeing, education, or community services.

While the focus is Queensland, members from across Australia are welcome. Sharing knowledge and resources benefits everyone. Participants come from a wide range of settings, including:

• local community initiatives
• government at all levels
• non-profit and community organisations
• business and industry
• young people and professionals at all levels are encouraged to join.

When we meet:
Every six weeks, on Tuesdays, from 9.30–10.30 am (AEST).

What to expect:
Informal, interactive sessions focused on learning and building confidence in best practice framing.

Express your interest here.

We have sourced and created the following communication tools to support your framing needs.

These projects provide evidence-based guidance on how to communicate more effectively about children and families. 

FrameWorks Institute | Essential resources

Discover how the science of framing can help us to be heard and understood. From the metaphors we use, to the values we centre, to the order in which we present information, we’re constantly making communications choices that affect how people think, feel, and act. When we change the story and how we tell it, we can change the world.

Telethon Kids |  Core story for early childhood development and learning

The Core Story Toolkit helps you communicate about early childhood in ways that build understanding and support. It includes a quick start guide and eLearning course. 

Parenting Research Centre | Reframing Parenting

A national project helping Australians think and talk about parenting in more productive ways, based on research with more than 7,500 people. 

Emerging Minds | Reframing children’s mental health

This toolkit helps bridge gaps in understanding by improving how we communicate about children’s mental health. 

Murdoch Children's Research Institute | Strategic framing in early childhood development

Supports professionals to communicate about child development in ways that promote lifelong wellbeing and positive outcomes.