Core lessons

We developed this set of cards with core lessons from the toolkit. Explore these core lessons here and follow the links to page in the guidelines that explains the card in more detail.

12 Keys to reframing the migration debate	Explanation and link to more detail
	Build a movement with different actors employing the three tactics. Respect those playing different roles. – Frank Sharry, America’s Voice
	Using the words and frames of your opponents means you are playing on their field. Change the story! – George Lakoff, UC Berkeley
	Policy, evidence, and issues are cold and appeal to expertise; values are warm and appeal to community goals.
	Get into the thinking/emotional space of the movable middle. It can be challenging, but is a key first step for campaigning.
	Mapping out the positions and emotions of others to gain deeper insight is necessary, not a compromise!
	Don’t get stuck countering the frames of opponents; rather, be proactive with positive stories that broaden the debate.
	Strong culturally resonant images/memes are often as important as what you say in a campaign.
	Wrap your messages first in thinking that is familiar and reassuring for your audience. Then add a ‘twist’ to challenge their existing position.
	To be convincing, find a balance between engaging the values of the middle but not giving up on your principles.
	Find unusual allies who are trusted voices for your audience and willing to share positive messages.
	The debate is heated and often oversimplified and overdramatised; so, it’s crucial to prepare your team, anticipate difficult questions, stay calm and stay on message.
	Stereotypes of progressives: weak, angry, unpatriotic, uninformed, and elitist. In your communication, don’t be predictable or easily categorised! – George Lakoff, UC Berkeley