How to Make Believe is a two-day in-person training with messaging experts Anat Shenker-Osorio and Jay Marcellus, which delves into cognitive research on perception and persuasion and guides participants through principles of “mobisuasion”.
Rooted in the vetted notion that we need not choose between mobilisation and persuasion, we can and should use effective messaging to activate and engage our base in order to persuade the conflicted middle. Mobilisation is persuasion - and How to Make Believe teaches both.
The workshop covers essential elements of strategic communications: setting a clear goal, identifying the right audience, developing an effective message and formulating an engagement strategy.
Participants will leave with an increased understanding of the general principles of framing, passive versus active voice, messaging best practices, metaphors and narratives as well as specifics on language for progressive arguments, and practical advice for implementation.
KEY DETAILS
What: How to Make Believe: Principles of ‘Mobisuasion’ - a two-day intensive messaging training with Anat Shenker-Osorio and Jay Marcellus
When: 9:00am - 5:00pm (AEDT), Thursday 4 and Friday 5 December 2025
Where: In-person, Brunswick, Melbourne / Naarm
Who: Mid-level advocates who have communications responsibilities in their role, such as communications managers, digital campaigners, community organisers, social media managers, media advisors, policy leads.
Want to come? This training is strictly limited to 25 places, secure your spot today.
Learning outcomes
Expand your knowledge of persuasive messaging theory
Learn how to set clear communication goals, identify key audiences and craft effective messages
Build practical skills in framing, active language use, metaphors and narrative development
Deepen your understanding of cognitive research on perception, persuasion and “mobisuasion”
Develop and test messages relevant to your own campaigns through guided exercises
Gain tools and insights to integrate strategic communications into broader organising and advocacy work
Join a network of peers to keep learning, sharing and refining messaging strategies over time
MEET THE TRAINERS
ANAT SHENKER-OSORIO
Host of the Words to Win By podcast and Principal of ASO Communications, Anat Shenker-Osorio examines why certain messages falter where others deliver.
She has led research for new messaging on issues such as unionising workers, clean energy, immigrant rights and reforming criminal justice. Anat’s original approach through priming experiments, task-based testing and online dial surveys has led to progressive electoral and policy victories across the globe.
JAY MARCELLUS
Jay is the Director of Narrative for ASO Communications. In their previous role as Director of Communications at the Transgender Law Centre, they oversaw communications for the largest national trans-led organization advocating for a world in which all people are free to define themselves and their futures. Their work at TLC focused on authentic, effective, and ethical storytelling to expand public narratives around gender and center the leadership and experiences of trans people of color.
Photograph by Dennis C Chin.
COST
All of our trainings run with sliding scale fees:
$575 + GST: Small Nonprofit Concession – For nonprofits with an annual revenue of less than $500K.
$850 + GST: Regular Nonprofit Concession – For nonprofits with an annual revenue between $500K and $3 million.
$1,200 + GST: Large Nonprofit Concession – For nonprofits with an annual revenue of more than $3 million.
$1,500 + GST: For-Profit Organisation | Education | Government – For for-purpose businesses, education and government bodies that engage with the non-profit sector.
$575 + GST | Individual — For individuals and grassroots organisers who are not affiliated by an organisation or movement.
To ensure more equitable access across our trainings and events, a limited number of full and partial scholarships ($275+GST) are available to grassroots advocates, community groups and start-up/small organisations.
We welcome and prioritise scholarship applications from First Nations people, people with disability, people of colour, people with lived experience seeking asylum and unwaged change-makers. To apply for a scholarship, please complete an application here or contact us at info@australianprogress.org.au.
TEAM REGISTRATIONS
Please note that due to the cohort-style format and limited space in the training, team registrations are limited to two people in the first instance. If you want to send additional team members, please contact us at info@australianprogress.org.au and we will add you to a waitlist for final release places.
ACCESSIBILITY
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Travel instructions: Entry to the venue is via Saxon Street.
Bus: The closest bus stop is Route 506 - 18 Dawson St, Stop ID: 9293. (270 m, mostly flat)
Tram: The closest tram stop is Route 19 - Glenlyon Rd/Sydney Rd, or Brunswick Town Hall/Sydney Rd #21 (250 m, mostly flat)
Train: The closest train station is Brunswick Train Station (350 m, mostly flat)
Entry instructions: Entry to the venue is via Saxon Street and is step free and wheelchair accessible, with automatic doors.
Toilet location: Accessible bathrooms are available on each floor of the venue.
Wheelchair access: There is step-free access throughout the venue. There are accessible toilets, ramps, and lifts throughout.
Auslan interpretation: We will work with you to meet your access requirements. Auslan interpretation will be available upon request. Please let us know when registering if required, or email info@australianprogress.org.au.
Braille signage: There is braille on all room door signage and fixed directional signage throughout the venue.
Masking: We are asking everyone to bring a mask with them to the event. We will have a limited supply available as well. If someone asks you to put on a mask, whether in a one-on-one conversation or as a request from a presenter, please respect their request and mask up without delay.
Service/assistance animals: Service and assistance animals are welcome. No other animals are allowed in the venue.
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Digital Resources - We will be sharing some training materials over Google Docs, Google Drive and Google Slides. All documents, forms, and surveys will be provided in accessible formats.
Early access to slides - A view-only version of the slide deck can be supplied early if this supports your participation. Any copies of the slides provided will include alt-text / image descriptions.
Post-training resources - We do not supply recordings from our in-person training as standard. You will receive a copy of the presenter slide deck and other resources after the training.
Video content - Where video or audio content is included during the training or in any of the resources, we will provide audio descriptions, captions or transcripts as needed.
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Setting norms - As a cohort, we will also set expectations at the start of the training to ensure everyone can comfortably participate in the workshop.
Breaks - Breaks will be organised regularly throughout the training including meal breaks.
Catering - We will meet all dietary requirements provided to us in advance.