In this project (2017-2019), our aim was to empower progressive campaigners to more effectively engage and rebalance the public debate around migration in Germany, putting diversity and inclusion more firmly back on the agenda. The outcomes were as follows:

• Proved that narrative change campaign methods and approaches work in the German context
• Developed the 'Go-To' toolkit to support progressive migration activists in shifting the public debate on migration
• Built a community of practice on narrative change thinking and provided a safe and supportive environment to allow for the growth of NGO's in the area.
• Built significant interest in narrative change & strategic communications approaches among German and European activists and contributed to putting this on the agenda for the movement to tackle populism and advance the values of diversity and inclusion.

For a more detailed breakdown of these results, see the pages for the main elements of the project: 1. Narrative Change Lab,  2. Pedagogical Tools, and 3. Outreach.

Original Overview & Plans (2017)

The International Centre for Policy Advocacy (ICPA) has worked for years supporting advocates on the policy side of highly charged issues in the minority inclusion field. Over time, we came to the realisation that more emotionally smart responses were often needed to reframe the public agenda before options that promote equity and diversity will be more broadly accepted. Working within our Reframing for Impact pillar, we began our work in Germany in 2016, convening multiple partners to map out needs and identify those interested in campaigning to reframe the public narrative on migration.

• As in many European countries, populist rhetoric around frames of cultural invasion, the perceived threat of Islam and loss of control/security is setting the migration agenda in Germany. This fear-driven discourse is becoming more mainstream, setting the boundaries of “acceptable” policy choices to measures driven by protection, security and exclusion.
   
• The common mythbusting and rights-only arguments of progressives are not proving effective in engaging the wider public in this emotionally charged debate. Not only do these approaches not resonate, they often get angry responses.
   
• Progressive campaigners tend to see all those outside their supporter group in a rather negative light. However, there is a large group in the so-called “movable middle” that can be convinced and mobilised to help push back the populist mainstreaming process.
   
• The approach at the heart of this project is based on established reframing theory and international practice of narrative change campaigns. In practice, this means leading with positive, solution-oriented stories, built on “common sense” values that resonate with the middle and also challenge prevalent populist views.
   
• This approach does not mean changing your position; it is just a more emotionally smart approach to opening dialogue with a crucial audience. Trust and space is then created for a full and frank exchange of views.

Want more on these issues? Watch our project video:

Project elements

Activities

• Support up to five progressive reframing campaigns in Germany targeting the movable middle
   
• Build the capacity of 15–17 German organisations/platforms in narrative change campaigning 
   
• Publish an online reframing migration narratives toolkit in German and English 
   
• Identify and train German multipliers to widely share reframing insights and lessons from campaigns 
   
• Foster connections between German and international campaigning networks
   
• Develop and test an evaluation methodology to gauge the effectiveness of a reframing approach in migration campaigning in Germany 

Project Partners

About ICPA