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Together we can shift pubLic support


 

 

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Together we can shift pubLic support


 

 

Can the public conversation about global development be changed to foster a more positive outlook of the challenges we face as a global community?

We know the answer is yes. But we set out to understand how. In a sector where public support is inconsistent and attitudes toward global development are increasingly negative, how do we engage with our audiences in a way that motivates them to support this critical cause? These are the existential questions behind our research, which has uncovered exciting new findings, including an untapped audience, language usage, and powerful messaging.

The Narrative Project Overview

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The Audience


Who are the people we are trying to reach?

The Audience


Who are the people we are trying to reach?

Research conducted for The Narrative Project divided members of the engaged public into three groups based on their attitudes toward global development. Supporters, Swings, and Skeptics. 

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Key Findings


Key Findings


Our research revealed several pieces of information critical to changing the public conversation:

 

If we focus on people who are unsure of our impact—The Swings—we can nearly double the number of our supporters.


The biggest barriers to public support are a sense of cynicismdistance, and futility.


Empowering women and girls is the best performing message among Swings.


Address wasted potential, not hopeless suffering.

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The resulting Themes


The resulting Themes


Our research shows that when particular themes and language are applied to messaging targeted at the "Swings" audience, we are more effective in building support for development work.

 

CORE THEMES

 

SUPPORTING THEME
Told in conjunction with aforementioned themes

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put the messaging into practice


put the messaging into practice