Passing the Message Stick - Winning a resounding Yes
Winning transformative change, now and beyond the referendum
Passing the Message Stick is a groundbreaking multi-year First Nations-led research project designed to shift public narrative in support of First Nations justice and self-determination.
We launched the foundational research (here) in 2021 and it has been widely adopted by First Nations organisations, advocates, journalists, activists and allies. The biggest finding was that when we lead from our strengths and expertise, we can win big change. This is a critical antidote to the pervasive deficit language that harms us and holds us back.
In 2023, our next phase of research expands on the foundational report to find persuasive messages that build support for transformative change, like treaties, truth-telling and representation, now and beyond the referendum. Click here to see recommendations from this latest phase.
winning transformative change, starting with yes
Here are five messaging recommendations to win a resounding Yes in the referendum, and build support for transformative change beyond it.
Shared values
Our messages are most effective when we start with a shared value.
The strongest performing values from our research - including listening, respect and equity - not only make people more likely to support us, but more likely to maintain support in the face of the racist ‘No’ messages.
Vision
When we connect this moment to our bigger vision and solutions, more people support us.
More than half the population (56%) see this moment as bigger than the referendum, and an opportunity to bring about more meaningful change.
Credible theory of change
One of the most important ingredients for a persuasive message is a theory of change: a story of how we can get from where we are to where we want to be.
To be shared widely, a theory of change must be credible and compelling, so when you share it, people believe it, want to support it and are motivated to make it happen.
Centre First Nations strength + leadership
People are more supportive when they hear messages of our strength, leadership and solutions.
Our research found that most people feel genuinely positive towards our people and culture, they recognise we have been unfairly treated and want to see improvements to our lives.
Our research shows persuadables are more supportive when they hear messages of strength and capability.
A clear sequence
First we vote for a representative body, then there’s a consultation process to decide the model.
Both First Nations people and those who are persuadable need to understand the process of the referendum and what follows. Instead of getting into details, we can use the frame of a clear sequence to show how we get to a representative model.
Want more than the headlines?
The full report, summary guide, conversation toolkit, on-demand briefing and more resources are available on the Passing the Message Stick website here.
