Building a Values-Based Message to Motivate Support for Reducing Disparities

Background/purpose: Values-based messaging is critical in campaigns to address social determinants of health and health inequalities, helping establish the issue as relevant and urgent to the audience. Messages are often based on values practitioners assume to be present: i.e., the impact on communities experiencing disparities and the need to create equal opportunity for health. For consumer audiences, however, this frame may be disempowering and offputting. For voters, influencers and decisions makers, it may seem irrelevant or even threatening. And it fails to protect against common opposition arguments grounded in freedom of choice.

Methods: We explored emerging message frames used in public health communication including poverty, income disparity and equity. We also looked at emerging public health fields such as epigenetics and Developmental Origins of Health and Disease to analyze what new science may yield for framing public health challenges and opportunities. We then aligned this set of frames with prominent community values as identified in recent national surveys and data sets and identified places where frames and values connect or misalign.

Results/outcomes: Using the research, we created a story arc tool that guides practitioners in uncovering hidden assumptions about what moves audiences to action, identifying the central values that drive change, selecting the most effective frame, and building a values-based message that will mobilize stakeholders.

Conclusions/implications: The research and story arc tool are useful resources for public health professionals working on policy advocacy and behavior change campaigns, message development and storytelling, framing, and audience mobilization.