Passing the Message Stick - first nations justice messaging guide
A GUIDE TO CHANGING THE STORY ON SELF-DETERMINATION AND JUSTICE
Passing the Message Stick is the results of a two-year research project to find messages that are effective in building public support for First Nations self-determination and justice. This is a project of Getup and Original Power, supported by Australian Progress, led by a Steering Committee of Dr Jackie Huggins AM, Larissa Baldwin, Karrina Nolan and Kirsty Albion.
The words we use matter. When we all use the same effective messages we can shift public support and win a transformative policy agenda. To do this, and create the space for massive gains, we need to sing from the same songbook - communities, allies and organisations alike.
The research tells us our base and persuadables respond well to stories of self-determination and justice - when we use simple language and share clear solutions. They also recognise our connection to country and the importance of First Nations culture and values, not just for First Nations people but for all.
Seven recommendations to build a persuasive message:
Start with a shared value
Powerful values like equity, care and freedom can build support for self-determination and justice. Shared values help to bring our audiences along, and show how the barriers we face violate shared values.
Reclaim our strength
We need to share many stories of our strength and leadership. This helps people to believe we’re capable of making good decisions and support our demands for self-determination.
Name the unfair barrier
We need to shine a light on who causes the problems we face, and why. This helps the audience to understand who is responsible for the problem, and understand it can be fixed.
Combine truth and action
Our messages need to include the current injustices we face. When we combine these with clear asks and solutions, we gain the support of both our community and persuadables.
Create a collective 'we'
Our base and persuadables are nervous that self-determination means segregation. We can overcome this by bringing them into the message and including clear asks for their solidarity.
Use simple language
Many people don’t understand concepts like self-determination, systemic racism, colonisation and equity. When we use simple language and metaphors to convey our message, we get wide support.
Never negate
Whenever we try to myth bust, or say the opponent’s message is untrue, we’re helping them by repeating their message. Don’t engage in the opponent frame - instead, speak from our strength and share our truth.
Want more than the headlines?
These recommendations are just a taster of our research findings.
