Use a Moral Frame

It’s easy to feel like the people whose behavior you’re trying to change have a totally different worldview from yours. There may very well be a lot you disagree on. But if you think about the morals at the heart of your effort, you might find a common ground.

Even if you can’t agree on many core beliefs and values, your work will be stronger if you try to understand the morals of the people you see as “adversaries.” Help them see how their values align with the change you want to bring about.

How have Free the Vaccine projects used a moral frame?

Apply it:

  • Map out your values and what you think your audience’s values are. Use The 5 Moral Foundations, a tool from the Center for Artistic Activism.
  • Instead of debating a detail, ask a question rooted in a value that’s important to your audience.