Talking about poverty to win hearts and minds

Talking about poverty to win hearts and minds Frances Rayner, Poverty Alliance @Poverty. Alliance

Introductions 10 MINUTES 1. Open your envelope 2. Find your partner 3. Interview each other - Who are you? - Where do you work? - What do you think about the way poverty is talked about in the media? - Share any experiences you’ve had working with the media 4. Introduce your partner to the group

The research: what the UK public thinks about poverty • More than 20, 000 people from across the UK included in the research • 3 clear popular limiting beliefs emerged • But people also hold helpful views and values we can tap into

Three popular limiting beliefs “we’re beyond poverty” UK society is prosperous and people no longer live in poverty here. Poverty simply doesn’t exist.

Three popular limiting beliefs “it’s their own fault” An individual’s situation is the sole result of their motivation and life choices. This line of thinking makes ‘try harder’ and ‘work more’ the only sensible solutions. People can’t see the ways that contexts shape lives.

Three popular limiting beliefs “the system is rigged” We’re all at the mercy of elites who manipulate the system to keep others down for their own gain. It’s not worth trying to change things, because nothing ever changes.

But the public also have helpful beliefs we can activate • We all need clothes, food and somewhere warm to live • People in poverty have fewer resources and opportunities. Once you’re there it’s harder to escape. • Money gives you choice and freedom • The government should take care of our basic needs

What happens when you encounter these negatives beliefs? In your pairs, share your experiences of encountering these negative beliefs. Have you ever managed to change someone’s mind on these issues? 5 10 MINUTES

How can we reframe the conversation to combat the limiting beliefs and draw out the positive?

Source: Common Cause Foundation - https: //valuesandframes. org/

Ten ways to talk about poverty Make it about values 1 Making a moral case for poverty is the most effective way of framing this issue for a broad audience Compassion and justice are particularly effective values to reference 10 MINUTES

Ten ways to talk about poverty No values looks like “We may think of poverty as something from the industrial past, or a problem that exists in the Global South, but it’s happening right here and right now in Scotland. ” 10 MINUTES

Ten ways to talk about poverty With values looks like “In Scotland, we believe in justice and compassion. But, right now, far too many people in our country are living in poverty. We share a moral responsibility to make sure that everyone has a decent standard of living and the same chances in life, no matter who they are or where they come from. ” 10 MINUTES

Ten ways to talk about poverty Use metaphor 2 “the economy restricts and restrains people’s choices” “people are being swept up in the rising tide of poverty”

Ten ways to talk about poverty Choose the right messenger

Ten ways to talk about poverty Lead with poverty 4 The big problem is poverty – put it up front in messages, before we talk about causes or solutions. Watch out for leading with benefits or other solutions!

Ten ways to talk about poverty Solutions 5 “social security benefits can loosen the grip of poverty” Watch for leading with benefits – values first, then poverty, then solutions!

Ten ways to talk about poverty People are getting locked in poverty – high costs and low wages mean people can’t put food on the table and pay bills. It’s hard to break free from the constraints. Our economy creates powerful currents of low wages and high costs that pull people into poverty But social security benefits can help people keep their head above water

Ten ways to talk about poverty 6 Stop mythbusting and relying on facts

So none of this “We may think of poverty as something from the industrial past, or a problem that exists in Africa, but it’s happening right here and right now in Scotland, with more than 170, 000 people being forced to use food-banks last year. ”

Ten ways to talk about poverty Explain how we can redesign our economy 7 © Illustration by Paul Brook at JRF

Ten ways to talk about poverty 8 Remind people that public services are a force for good which we all rely on day to day

Ten ways to talk about poverty 9 When telling people’s stories, be sure to convey the bigger picture Show the economy has locked the person in poverty and the structural solutions to their situation

Ten ways to talk about poverty Show the lived experience of poverty rather than focussing on its prevalence 10 Data that shows the rise of food bank use or housing insecurity is more persuasive than data showing poverty levels – but it must be tied to wider poverty narrative

Recap

Your turn In your pairs, come up with the opening paragraphs of an Op. Ed about poverty in Scotland (100 words or less) 15 10 MINUTES

Poverty in Scotland: Framing vs Using social media to change people’s views Julia Hartley-Brewer

Coffee time 10 MINUTES

Using social media to change the conversation about poverty Do you use social media at work? What works for you? What do you like?

Useful resources sproutsocial. com/insights/nonprofit-social-media-guide/ begoodbesocial. org. uk/ mediatrust. org/communications-support/resource-hub/ creativecommons. org/ theguardian. com/voluntary-sector-network/2013/dec/11/socialmedia-for-not-for-profit-organisations inclusionscotland. org/accessible-social-media-guide/

Some tips • Start with your objective – e. g. reach of a message, driving specific actions, supporter engagement, political influence • Say something • Tell stories • Make it visual • Use images to tag influencer accounts

Tips for making visuals work • One study showed that tweets with pictures got a 35% boost, tweets with videos a 28% boost and tweets with quotes got a 19% boost – enter the quote graphic • Numbers and hashtags also increase boosts • Get your sizes right. On Twitter go for 1, 024 pixels wide by 512 • Don’t brand too heavily – watermark • Screen grab pertinent info and add as an image • The Giphy. com browser extension is a fun way to add animated GIFs easily to tweets. Particularly for engagement – replies etc • Use emojis creatively

canva. com

Make your own infographics using Canva or Infogram

Take better photos • Get closer • Find an uncluttered, bold background for a boring subject • Observe the rule of thirds • Landscape not portrait for Twitter and ideally edit as 16: 9 on your phone • Keep the light behind you, not your subject • Find ways to add colour or visual interest

Developing key messages • Three key statements you need to get across to persuade your audience – for every piece of comms you do develop these first • Start with values and poverty • Use metaphor and a concrete example • Offer a solution

Writing a news release • Journalists want TRUTH • Timely – Real – Unique – Topical – Human • Use the model news release as a guide • Build up a relationship • If you don’t get in – don’t worry • Don’t forget local press

Opinion pieces and blogs • Use the models to help you • Try and get an opinion piece into newspapers. • Failing that, go for a shorter letter to the editor. • Remember it’s your opinion – you can say whatever you like. • Remember the framing training – values first, poverty before solutions, tone down political language. • Can you get other messengers to write pieces too? MSPs? Councillors?

Talking points and interviews Don’t worry too much! Answer questions directly and briefly and then go on to your talking points.

Further reading JRF and Frameworks, How to talk about poverty in the UK http: //frameworksinstitute. org/assets/files/PDF_P overty/JRFUKPoverty. Message. Memo 2018 Final. pdf 10 MINUTES