The boundaries of what is politically possible have shifted rapidly in recent months. Now more than ever, we need to move past advocacy which merely prevents the worst from happening to a transformational story that can fundamentally change society.

To secure bold policy changes in the coming months and years, we all need more persuasive ways of talking about the issues we care about, write about and champion.

For decades, many debates have happened in our opponents’ frame. But we’d been swimming in their pool so long that we lacked a language, a proper foundation, to tell our own story. This has also shifted rapidly over recent months – as the story of “we’re all in this together,” the importance of government actions and frames of community, empathy and care become more dominant. There is now potential to start having these conversations on our own turf.

To help support powerful messaging and shifting the narrative during this crisis, we have developed a COVID-19 Messaging Guide.

The guide is not the final word on any of these topics of course, but a summary of the best of what we’ve learned so far. It draws upon a number of messaging research projects and guides as well as a wealth of experience from our Global Messaging Fellows and messaging experts we work with often including Lily Spencer, Anat Shenker-Osorio and the team at Common Cause Australia.