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Introduction

Since the 2016 election, interest in the concept of “narrative” has spiked in the nonprofit and philanthropic worlds. There exists a growing consensus among people committed to social justice that traditional change efforts like organizing, advocacy, and litigation cannot be fully effective or lasting unless they are integrated with a narrative change strategy. Definitions of what narrative means vary greatly, and the art and craft of changing it can seem mysterious. But experience and research point to clear, replicable approaches for reshaping public narratives in support of social justice.

What is Narrative and Why does it Matter?

At The Opportunity Agenda, we define narrative as “a Big Story, rooted in shared values and common themes, that influences how audiences process information and make decisions.”  Narratives are conveyed in the political and policy discourse, but also in news media, popular culture, social media, and at dinner tables across communities.

As recent experience shows, many audiences are invulnerable to facts that do not fit within a narrative that they can understand and embrace.

Introduction 

The culture of the progressive sector—as with all sectors—is rooted in stories. They are stories that convey values, mental models, assumptions and identities, all of which ultimately guide our behaviors.

Unsurprisingly, the most powerful stories that define the culture of our sector are not the stories about the issues we work on, but rather the stories we tell ourselves about who we are (and aren’t) and how we should act in the world to make change (and shouldn’t).                    

Narrative is now a big buzzword in the field of social change. That is more a testament to people wanting to understand narrative, however, than it is a testament to people actually understanding it.

Evaluating our overall approach to narrative, as well as the specific narrative changes we have determined to achieve, comes down to a foundational question:

What is our own narrative about the role that narrative strategy plays in social change—our own narrative about what it is, what it takes to do it well and what’s at stake in our success? We tell ourselves a story about storytelling, a narrative about changing narratives. What purpose is it serving? Is it the right narrative? Is it the one we need?

I believe we have the wrong narrative about narrative.

Introduction

This guide is for anyone who wants to create social change, and who wants to learn how storytelling can help.

The guide is divided into four color-coded sections.

• The STRATEGY section is about how to use storytelling to best effect.
• The STORYTELLING section offers ideas on how to tell a good story.
• The METHODS section covers some techniques in storytelling.
• And the STRUCTURE section looks at how to incorporate storytelling into your everyday work.

Contents

INTRODUCTION

• About this guide 1
• Introduction 2

STRATEGY

• Why tell stories for social change? 4
• How do we develop a storytelling strategy? 6
• How is storytelling used for social change? 8
• Where can we tell stories? 9
• How do we do research to support our storytelling? 10
• How do we reach new audiences? 12
• How can we piggyback on pop culture? 14
• How do we balance short-and long-term storytelling? 16
• How do we make stories actionable? 18
• How do we combine the personal and the political? 20

STORYTELLING

Introduction

Watching tragedy unfold in Ukraine, I have been thinking about the powerful, rapid, and often unexpected impact that major, shocking events can have on narratives that underpin our understanding of the world.

While narrative and culture change work tends to take years, events have the power to bring about rapid change, often in unexpected ways. 

In 2011 the Fukushima nuclear disaster changed the conversation about nuclear power. It still resonates more than a decade later. The murder of George Floyd sparked a global protest and placed policing and structural racism at the top of the public agenda.

Introduction

I’m an organiser and a trainer who is also the parent of two Neurodivergent children and on my own journey of discovery about my own brain. I want to share a few ideas and general supports to encourage people to set up training spaces that are supportive of neurodivergent brains.

These measures don’t take a lot to put in place but they can make a big difference to a person who has probably spent a lot of their life masking to fit into neurotypical worlds. It is by no means a full list of what works for all people and I am by no means an expert in all the best supports a neurodivergent person may need, but there are lots of resources out there if you want to find out more.

The best place is to start by asking someone what would support them in the situation.

Setting up training spaces that are affirming of neurodivergent people, allows everyone to show up as themselves, rather than expecting them to fit into a space that treats neurotypical as the ‘norm’. Many people have spent a lifetime masking and working out how to fit in. This can go on until they hit a breaking point (burnout) or start to discover why things have always been a struggle.

So be patient.

Introduction

This document paints a picture of the ecosystem of actors who are working to build narrative power in movements, as well as of the movements themselves. The picture shows different groupings – or kinds of actors – within this ecosystem and the relationships and interconnections between them.

It seeks to include actors within movements who we believe are at the heart of narratives work, and not only those practitioners who are helping to develop and disseminate narratives.

It takes a cross-movement perspective: reflecting the breadth of our process as well as the widespread appetite for collaboration across movements around narratives. It also seeks to take a global perspective, looking outside any particular country. Most importantly, it highlights what practitioners and members of movements are themselves saying about the contexts in which they are operating and what they need.

This is a perspective that we believe is too often missing from analysis of this ecosystem. This picture is, ultimately, based around a vision of what a healthy, just and successful ecosystem for narratives work could be.

This is one where the key actors have strong relationships; are able to align their efforts when they need to; are resourced for the long run; and where they are able to share and benefit from the learning that they are collectively generating.

Introduction

In 2018, JustLabs, along with a group of funders, held a series of labs on producing narratives as a response to the increasingly antagonistic tide towards human rights around the world.

Our starting point was the diagnosis—based on a series of workshops we ran with human rights leaders from Africa, the Middle East, Europe, the United States, Asia and Latin America—that the human rights field was undergoing a long-term period of profound transformation instead of a moment of crisis.

In this new, permanent state of existential doubt about the human rights field’s relevance and way of working, we needed to carry out this exploration process in a way that had not yet been done systematically in the field—an honest experimentation where failure was a given, where we worked with people from disciplines often unheard of in our circles, and where we aimed to surprise ourselves with something bold and fresh, and sometimes even “scary”.

To do this, first, we mapped the world according to the level of crackdown against civil society and ended up with three types:

• 1) relatively open but with signs of closure;
• 2) dangerously closing space for civil society; and
• 3) almost closed space for civil society.

We selected four countries per type:

Introduction

Assessment is essential for effective artistic activism. Assessment isn’t just about measuring impact, it’s about clarifying your intent so your outcome will be more impactful.

Without some form of evaluation, how can you know what sort of affect your project generates and the effect it has? 

But assessment isn’t just about measuring impact, it’s about clarifying your intent so your outcome will be more impactful. 

We’ve put together this Æffect Planning and Assessment Toolset to help you plan, strengthen, and evaluate your creative projects.

These tools are not going to tell you what to do or how to do it, instead, they will guide you through a series of questions so you can discover these things yourself. Using creativity for social change demands accountability, and artistic activists need to learn how to evaluate their work themselves.

These tools are based on years of research and practice that we put into something we call the Æffect Assessment Methodology. This is not a one-size-fits-all evaluation method. It was designed to be as flexible, and contextual, as the practice of artistic activism. 

Introduction

Introducing resources by the Civil Liberties Union for Europe including a guide, How to Message on Human Rights: A Communications Guide for Organisations Promoting Human Rights, and related course.

These resources are for organisations in the human rights sector that want to communicate more effectively with the public to build support for human rights-related causes. This includes civil society organisations, foundations, international organisations and national bodies promoting human rights.

How to Message on Human Rights: A Communications Guide for Organisations Promoting Human Rights

The guide is divided into three parts:

Introduction

The Words to Win By Podcast, formerly called Brave New Words, takes listeners on a journey around the globe with renowned communications researcher and campaign advisor Anat Shenker-Osorio as she unpacks real-world narrative shifts that led to real-world victories.

To read transcripts follow the weblinks.

Listen to Podcast

Words to Win By

Introduction

The Anti-Trans Disinformation Handbook is for the media, civil society, and Governments for combating anti-trans disinformation.

Trans and gender diverse people deserve the freedom to be themselves, to enjoy the same rights and protections as everyone else, and to feel safe in their communities.

However, in recent years, our community has increasingly become the target of campaigns to erode our rights, our access to health care, and our freedom to live our lives happily and authentically. A major strategy of these campaigns is disinformation.

Disinformation is false information and media, produced with the intention to mislead the reader, often for political purposes. Anti-trans groups spread disinformation about trans and gender diverse people, our health care, and rights in order to sway public opinion and policy against the trans community.

Their goal is to prevent our community from having the freedom to live our lives, and to build popular support for a highly regressive political agenda. Many of the groups involved in anti-trans campaigns are also opposed to reproductive rights, LGBTSBIQA+ equality, and an inclusive society.

Introduction

How do you build a broad coalition, a united front, despite frictions in ideology and political positioning? Are there examples from other countries that have been able to do this?

The above question was posed to members of the Global Grassroots Support Network (GGSN) and they have generously shared their insights with you below.

Community Answers

Recognize that Broad Coalitions are not Long-term

I can tell you first hand, it is impossible to maintain a broad coalition for a long period of time. Unless you find some sponsor who’s willing to pay and keep everybody together. Other than that, coalitions get formed when there’s a common cause. You find the common denominator.

What is it that brings you all together, and that’s what you can work on. It’s going to have to be something that’s very general and vague, because the more specific you get, the more particular it gets to each individual group. So at this point you’re wanting to build on ideology.

Introduction

How do we make it accessible and support individuals to share their stories, especially if they do not feel safe doing so?

The above question was posed to members of the Global Grassroots Support Network (GGSN) and they have generously shared their insights with you below.

Community Answers

1. Identify the Purpose for Sharing and Risks Involved

I think it is helpful to firstly be clear on what people want to get out of it e.g. you can’t promise they’ll get a policy change from sharing their lived experience. You need to provide a high level of support with a focus appropriate to what the person wants to get out of it.

They’ll need different support (like comms training for the first one, or therapeutic support for the second one).

Don’t underestimate how emotional it might be even if they don’t expect it, include aftercare as part of the package.

Make sure there is a clear risk assessment and do it with the person so they can think through the risks and safety plan/ decide not to share their story.

Introduction

How do you simplify your message and discourse for your target group when creating a campaign message?

As civil society organizations, we sometimes create our message in a format that is difficult to understand to create a rights-oriented language, which creates a barrier to access to our campaign target group. 

The above question was posed to members of the Global Grassroots Support Network (GGSN) and they have generously shared their insights with you below.

A guide to the Coalition Building topic in the Commons Social Change Library, including key concepts. 

Introduction

Welcome to the Coalition Building topic in the Commons Social Change Library. To help navigate within the broad scope of this topic, we start by highlighting some key concepts used to discuss coalitions. Following this, we have collated introductory resources, frameworks, tools and guides for building capacity in coalition relationships, resources for understanding the roles and tensions that can emerge in coalitions, and examples that highlight lessons for building coalitions that contribute to lasting change.

Introduction

Learn how the ECDA team used Sosha, a social media engagement tool, in this year’s EU elections, and how your organization or political party can also use organic social media to win.

This article has been adapted from the original with consent which was published on SoSha by Areti Livanos, Email Communications Lead at SoSha.

Using SoSha to build Toolkits

Ahead of the 2024 European Union elections, ECDA set out to support progressive organizations across Europe to engage their communities and mobilize support for critical issues such as women’s rights, environmental protection, workers’ rights, and the rights of refugees.

Shifting algorithms make it difficult for followers to see much of the content produced from their connections, let alone attract new supporters. Additionally, legislation in many countries protects private data, complicating the generation of new email lists.The ECDA team used SoSha to build toolkits, collections of ready-made posts, for anyone on the internet to share on their own accounts with their followers. These toolkits were instrumental in petition and fundraising efforts leading up to the EU elections in early June.

Introduction

Disinformation is confusing! In order to respond we need to make sense of what is happening. The Commons Librarians have collated definitions, types of misinformation and disinformation, and common tactics used to spread them. You may like to use these materials to start conversations in your community, run training sessions, or inform planning. 

Definitions: Disinformation, Misinformation and Malinformation 

Wardle and Derakhshan provide the following definitions in their report “Information Disorder” (2017):

• Dis-information – Information that is false and deliberately created to harm a person, social group, organization or country. 
• Mis-information – Information that is false, but not created with the intention of causing harm. 
• Mal-information – Information that is based on reality, used to inflict harm on a person, organization or country (2017: 20).

Shout Out UK produced this short video to explain the differences:

Introduction

Learn to identify disinformation and misinformation with games and courses collated by the Commons Library. Disinformation is often intentionally confusing! Having creative ways to learn can help you prepare for the real life battle around truth and meaning.

Prevention, not cure, may be a more effective way to combat misinformation. – Source

Games

Harmony Square

Introduction

Just Us Journal brings together personal stories, interviews, written material, artworks and resources from a diverse range of community members. Despite their varied perspectives or interests, each contribution relates to the concepts of action, transformation or change, and seeks to support the reader in their own journey.

This journal is compiled and designed by Kelly Nefer (she/her) who is a multidisciplinary artist currently based in lutruwita/Tasmania. Within her practice she explores concepts related to empowerment, perception and justice.

Introduction

In 1978 counter-protesters met each stop of a tour of Australia by Mary Whitehouse, a self-styled “morals crusader” from the UK who was opposed to what she described as the “permissive society”. Whitehouse’s messages included instructing followers in Perth that “a woman was expected to entertain her husband to stop him from watching too much TV”.

On September 20 in Melbourne Whitehouse addressed what she described as a “disappointing” number of followers at Festival Hall while hundreds demonstrated outside against her campaign to restrict civil and human rights for women, lesbian and gay community members and others. The following day a rally by 30 members of the Christian far-right group Festival of Light (FOL) at the University of Sydney was outnumbered 25 to 1 by their opponents. A later FOL rally the same day was met by 350 counter-protesters who were watched closely by 150 police. Meetings in Perth were also met with counter-protests but it was in Queensland where the most disruptive action took place.

Introduction

A collection of templates, worksheets and checklists for changemakers collated by the Commons librarians on campaign strategy & planning, tactics and actions, organising, narrative, and more.

Download these templates, or make a copy of Google Docs, and fill them in with your own information. Use the checklists to work through processes or make sure you have what you need to progress. If you need more background before using a worksheet check out the topics in the Commons and our Start Here guides.

This is a living list so let us know what resources you are looking for or if you have one to share. Please note that some of the resources below could sit under multiple topic areas.

Introduction

This directory has been curated by the Democracy Resource Hub, an online library of resources for organizers, activists, peacebuilders, democracy practitioners, and trainers working to strengthen democracy. We foster interdisciplinary exchanges and innovation across diverse identities and skillsets.

The Democracy Resource Hub includes two sets of information: 

1. a collection of curated tools and information and 
2. a directory of networks, organizations and resources libraries that offer ways to get involved, trained and/or informed about various skills needed to support the renewal of democracy. 

The Democracy Resource Hub Directory is organized into three groups: 

Welcome to Democracy Resource Hub

The Democracy Resource Hub offers curated tools and connections for democracy practitioners worldwide. Access resources on civic engagement, nonviolent action, peacebuilding, and strategic planning.  Join a global community fostering democratic innovation and resilience through interdisciplinary collaboration and knowledge sharing.

Supporting change makers who are building, strengthening and protecting democracy worldwide.

Introduction

The Democracy Resource Hub offers a careful curation of resources for organizers, activists, peacebuilders, democracy practitioners, and trainers working to strengthen democracy. We foster interdisciplinary exchanges and innovation across diverse identities and skill sets.

The Democracy Resource Hub includes two sets of information:

1) a collection of curated tools and information and
2) a directory of organizations and networks that offer ways to get involved in and/or trained on the various skills needed to support the renewal of democracy.

This page is the hub that will help you get to the information you need. The collection is organized into 5 approaches. Below you will find guides to help you find the information you need.

Introduction

Context

Introduction

A guide with resources, directories and media about peacebuilding collated by the Democracy Resource Hub.

• Explore conflict resolution techniques, mediation skills, and bridge-building strategies to transform conflicts into positive change.
• Learn dialogue facilitation, collaborative problem-solving, and inclusive decision-making processes for pluralistic democracy.
• Discover de-escalation strategies and trauma-informed peacebuilding approaches for community reconciliation.

What is peacebuilding and why is it important for democracy?

Peacebuilding transforms conflicts into opportunities for positive change. It strengthens democracy by:

Introduction

A guide with resources, directories and media about Narrative and Storytelling collated by the Democracy Resource Hub.

• Master strategic communication and public narrative techniques for shaping democratic discourse.
• Learn values-based messaging, counter-narrative development, and digital storytelling for advocacy.
• Explore inclusive narrative building and media engagement strategies to mobilize supporters and create a shared vision for democratic renewal.

What is narrative and storytelling? Why is it important for democracy?

Narrative & storytelling is the connective tissue that unites democratic renewal efforts. It:

Introduction

A guide with resources, directories and media about strategic planning collated by the Democracy Resource Hub.

• Access movement strategy development tools and campaign planning resources for democratic renewal.
• Learn to analyze political landscapes, set strategic goals, and build powerful coalitions.
• Discover adaptive management techniques and impact measurement strategies for long-term advocacy planning and effective resource allocation.

What is strategic planning and why is it important for democracy?

Strategic planning offers tools to chart the course for democratic renewal. It is a systematic process of setting clear objectives for strengthening democratic institutions and developing strategies to achieve them. Strategic planning helps:

Introduction

A guide with resources, directories and media about power-building and nonviolent action collated by the Democracy Resource Hub.

• Learn grassroots organizing techniques and nonviolent protest strategies to amplify marginalized voices and drive systemic change.
• Explore civil resistance methods, community mobilization tactics, and intersectional organizing approaches to challenge injustice and shape inclusive democratic processes through peaceful activism.

What are power-building and nonviolent action and why are they important for democracy?

Building power through nonviolent action and community organizing is a cornerstone of a thriving democracy. It:

• Amplifies marginalized voices
• Resists democratic backsliding
• Drives systemic change
• Creates pathways for citizens to shape decisions affecting their lives

In today’s complex political landscape, these skills are crucial for mobilizing people, challenging injustice, and creating pressure for sustainable solutions.

Introduction

Creating change requires engaging audiences, communicating messages, and inviting people to join in action. The resources here will help you get clearer on what communication channels to use and how, how to develop compelling framing and messages, and the skills required to engage media (traditional and new forms) effectively.

This guide will help you navigate the Communications and Media topic on the Commons Library. You may also like to check out our Story and Narrative topic, Digital Campaigning topic and Countering Disinformation project collection.

Learn to savour words and language because no matter what anybody tells you, words and ideas can change the world – Robin Williams

What’s your Goal?

A strategic goal should be clear and measurable.

Choosing your strategic goal is the most important choice we make in designing a campaign.

No one strategic goal can solve everything. In order to put our resources to work solving our problems, we have to decide where to focus.

We must ask ourselves: what goal can we work toward that may not solve the whole problem, but will get us well on the way to solving the problem?

Unless we choose a goal to focus on, we’ll risk wasting our precious resources in ways that just won’t add up.

Remember, strategy is nested; a campaign’s ultimate goal, or the “mountain top” goal, is likely not achievable in one attempt.

Introduction

Emergent Strategy is philosophy developed by adrienne maree brown, drawing on the teachings of Grace Lee Boggs, Octavia Butler, the natural world and complexity science. The book Emergent Strategy: Shaping Change, Changing Worlds was released by AK Press in 2017, and followed by several other books in the Emergent Strategy Series, as well as trainings through the Emergent Strategy Ideation Institute (which has since sunset).

Emergent Strategy is an ideological amalgam that inspires and supports the development of social justice movement and transformation towards a world of dignity and wholeness. It is a set of principles and elements that continually turn us towards life in the midst of violence and devastation. Emergent Strategy is rooted in Black feminist, abolitionist and anti-capitalist thought with deep love for the earth and all life.