The Reframing Race programme is an initiative of the Runnymede Trust and Voice4Change England with the ambitious aim of 'reframing' the public conversation around race, racism and racial justice.
The programme has been live since March 2019. We are now working with participating campaigners – also known as ‘Reframers’ – to develop more effective stories, metaphors and phrases that can move the public and decision-makers towards real commitment to the cause of racial justice.
These stories, metaphors and phrases will be tested with segments of the public and the ‘messages that move’ audiences will be shared in guidance in September 2021.
If you want to be kept up to date on our progress and/or want to help us to share the messages that emerge in our process please email: firstname.lastname@example.org
The Common ground | contested space report (December 2020) compares and contrasts how campaigners and the public think about racism and what should be done about it. The public thinking research was carried out for Reframing Race by ICM and their background findings and technical/methodology reports are available.
The research reveals helpful strands in public thinking, e.g. that racism matters; it is learned and normalised in everyday life; and that individuals, institutions and the state all have a responsibility to act. But the findings also show important disagreements in ways that campaigners and the public think about racism and racial justice.
Most profoundly, campaigners see racism as a systemic problem – based on a web of reinforcing laws, institutional practices and broader customs and ideas; whereas, as things stand, there is little understanding in the public that racism is designed into our systems. This means a mismatch in how campaigners and the public might think about solutions.
Armed with new knowledge about public thinking, the next phase of Reframing Race will work with campaigners to develop more effective stories, metaphors and language that can move the public and decision-makers towards real commitment to the cause of racial justice.
Early implications for campaigners
From our research to date, emerging implications for campaigners and their communications are as follows.