The Toolkit
Crafting
In the Reimagining phase, you envisioned a future worth working toward. Now it’s time to turn it into narratives and stories that work: ones your audience recognizes themselves in, can see a role in, and find credible. This is where you turn your analysis and ideas into narratives and messages.
This phase has four steps:
1. Build a more grounded understanding of the people you are trying to reach
Understand how your audience experiences the world so your narrative speaks their language and reflects their reality.
Tool:
2. Connect the narrative to what matters to them
Identify which values to emphasize so your narrative connects to your audience.
Tool:
3. Define the core narrative
Develop a narrative that shows how change happens and that your audience can recognize themselves in, see a role in, and find credible.
Tool:
4. Turn the narrative into stories
Translate your New Climate Narrative into a story structure that shows how it unfolds in one person’s life.
Tool:
After this, you will have a narrative that is clear, consistent, and grounded in what matters to your audience. You are now ready to move to the Catalyzing phase to ensure you actually reach the audiences that matter.
This toolkit grows through use — share what you learned or get in touch.
Sources: FrameWorks Institute, Roland Barthes, Marshall Ganz