May 07, 2019

6:00 PM - London

There’s a growing body of evidence that we can shift public opinion and policy 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.

Using insights from behavioural science to understand how and why people respond to some messages over others, strategic communications uses value-based framing to create messages that change hearts and minds. In this practical session – brought to life through relevant case studies – you’ll learn about the key ingredients of this powerful approach.

There’s a growing interest in the potential of strategic communications among UK non-profits, and an increasing number of reframing initiatives, including NSPCC, Joseph Rowntree Foundation, Crisis and Amnesty International.

The workshop leaders are Kathryn Quinton, Communications Director, Alice Jennings, Head of Digital and Strategic Communications, at Equally Ours and Ruth Ball, Senior Analyst at NSPCC.

Equally Ours brings together people and organisations working across equality, human rights and social justice to make a reality of these in everyone’s lives. Their strategic communications programme has been spearheading this evidence-based, value-led approach to social change for seven years. They find out what the public thinks and feels about social issues; develop, test and use effective ways of talking about them; and build the capacity of the sector to use this approach. So far, they have delivered strategic communications training to over 250 civil society national and grassroots organisations. There is more information at www.equallyours.org.uk 

The NSPCC is an early adopter of strategic communications. They commissioned research into how their target audience thinks and feels about the key issues they campaign on and are using those insights to shape their communications – internal and external. Ruth Ball, from the NSPCC Strategy Unit, will talk about how this approach has changed their internal communications across the organisation and the benefits they are seeing as a result. They have also been using the techniques of strategic communications when working with external partners including the police and local authorities to help partners develop a ‘shared language’ around child development. The practical process of developing a shared language has been a really important step in collaborating with partners and everyone being clear about the changes that are needed. You can read more about the work of the NSPCC at www.nspcc.org.uk

Charity employees will be offered a reduced rate of £10 upon providing their company name and registered charity number. To avail of the discount please contact the Regional Events team on 01628 427340 to make your booking.

CPD category: Insights
Duration: 1.5 hours

Registration and networking is from 18:00, the event starts at 18:30 and finishes at 21:00. If you are non-EU resident, please call the Regional Events team to make your booking.

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4 Playhouse Yard
United Kingdom

Sector: Charity

Region: London
Map link: click here

Speakers: Various


Regional Events team


+44 (0)1628 427340


  • Member: £15
  • Studying member: £15
  • Student: £10
  • Non-member: £20

Prices shown includes VAT with canapes and refreshments provided. If you have any special requirements, please contact the Regional Events team.

Please book for this event by calling the Regional Events team on +44 (0)1628 427340.

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