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This initiative is a project of the National Human Services Assembly and is generously funded by The Kresge Foundation and Annie E. Casey Foundation.
Lead with the Value
Over the next few newsletters, we will highlight the unique storytelling elements that work together to form the complete Building Well-Being Narrative: the Value, the Metaphor, and the Examples.
This week, we’ll focus on the Value of Human Potential.
When we support well-being, we make sure that everyone can reach their potential and fully contribute to our communities.
FrameWorks’ research shows that invoking the right value at the start of our communications can help the public see the importance of the solutions that we’re advancing. After extensive research and testing of six different values, FrameWorks’ identified Human Potential as the value that was most effective in helping people understand the full range of ways that human services promote well-being for everyone, from research and planning, to prevention and intervention. You can read more about the values FrameWorks examined and their process.
Check out FrameWorks’ Human Potential Message Card for tips on how to incorporate the value into your communications. And remember, the Value of Human Potential is most effective when it is used as part of the complete Building Well-Being Narrative. In upcoming newsletters, we’ll talk about how to use metaphors and examples to tell the full story of human services.
We also invite you to watch Irv Katz present on the importance of finding the right value at the Alliance for Strong Families and Communities 2015 national conference. Note that the presentation pre-dates the release of FrameWorks’ findings, and identifies some of the values that were under consideration.
This week, we’re excited to throw the spotlight on an example of the Building Well-Being Frame in action. The Seattle Human Services Coalition shared with us testimony that they wrote after participating in our webinar, Building Well-Being: Unveiling A New Narrative for Human Services. Their testimony used the value of Human Potential and Construction metaphors to make the case for the important issue of access to cable and broadband technology. Well done!
See a real life example of the frame
Last week, Ilsa Flanagan and Irv Katz teamed up with our partners at the FrameWorks Institute to hold an intensive day-long training on reframing for state and local human services coalitions. Coalition leaders from across the country journeyed to Phoenix to participate in this unique opportunity, generously funded by the Annie E. Casey Foundation and the Kresge Foundation. The enthusiasm of the participants was inspiring, and we are already planning follow-up workshops in many of these communities to work with coalition membership. We look forward to our continued work together as we jointly promote the new frame and engage other state and local coalitions.
If you represent a state or local human services coalition and would like to participate in future reframing efforts, contact Ilsa Flanagan, Director of the National Reframing Initiative.
We have a robust set of free tools to better equip you integrating this new narrative into your communications strategies.
Contact Us
For more information on how your organization can join the reframing mobilization, please contact Ilsa Flanagan at iflanagan@nassembly.org.
For any questions about this newsletter or the online tools or website information, please contact Bridget Gavaghan at bgavaghan@nassembly.org.

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