As campaigners, sometimes we struggle to communicate to the public in a way that shifts thinking and brings them on board. More often than not, this isn't because of a lack of persuasive statistics, or buy-in to our cause, but rather that we haven't crafted an impactful message that energises the exact people who need to hear it.
In this Messaging 101 Workshop, we'll build a plan for better messaging together - starting by defining concepts of framing and messaging, exploring different audiences, and then walking you through a formula for how to craft an effective message that will cut through the noise. We'll also explore how we can communicate our issue in a way that builds solidarity across race, class and gender.
You'll come out of the training with practical key messages and more confidence to use winning messaging frameworks to create real-world progressive change.
This training incorporates work from NEON, based on the UK Race Class Narrative authored by Raquel Jesse and developed by CLASS UK and ASO Communications along with learnings from the US Race Class Narrative led by We Make the Future and ASO Communications.
LEARNING OUTCOMES AND SKILLS
How to define and distinguish between concepts of ‘framing’ and ‘messaging’.
Understanding how to prioritise different audiences when developing a message.
Learning the Race Class Narrative (RCN) Framework and how to develop a message that builds solidarity across race, class and gender.
Creating a first draft of an effective message on your issue or campaign.
DateS AND FORMAT
This workshop will be delivered online via Zoom on Wednesday, 18 November during the following timezones:
10:00AM to 5:00PM AEDT
9:30AM to 4:30PM ACDT
9:00AM to 4:00PM AEST
8:30AM to 3:30PM ACST
7:00AM to 2:00PM AWST
12:00PM to7:00PM NZDT
COST
Cost for participation in the training is based in organisation type and revenue:
$350+GST | Small Non-Profit Concession — For non-profits with an annual revenue of less than $500K.
$600+GST | Regular Non-Profit Concession — For non-profits with an annual revenue between $500K-3 million.
$800+GST | Large Non-Profit Concession — For non-profits with an annual revenue of more than $3 million.
$1,000+GST | Full Price — For government, political offices, social enterprises, b-corps and businesses servicing the non-profit sector.
$350+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 ($170+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 changemakers. To apply for a scholarship, please complete an application here or contact us at info@australianprogress.org.au.
LEAD TRAINER
Alex Leon
Educator, Speaker and Campaigner
Alexander Leon is an internationally recognised educator, speaker and campaigner, with over 10 years experience working in LGBTQ+ equality, focused on LGBTQ+ mental health and intersectionality. His day job is as a social justice educator, delivering workshops on campaign strategy, communication and anti-oppression to activists, politicians and businesses across Europe, Australia and beyond. His writing (fiction and non-fiction) has been featured in The Guardian, BBC, Huffington Post, 14poems, and more.
ACCESSIBILITY
-
Zoom - During the workshop, we will be meeting via Zoom. If you have access to a computer or laptop, we recommend you join the training by computer to make navigating the materials easier. See here for accessibility documentation for Zoom; including a list of keyboard shortcuts here.
Video norms - We allow participants to turn off their cameras / to go off screen during 'teaching from the front content' and encourage you to do so if it is helpful for your wellbeing during the training.
Chat - On Zoom you will be able to use the chat function. Participants will be asked to introduce themselves in chat, and to enter responses in the chat.
Captions - We will have auto captions enabled in Zoom.
Google Docs and Digital Documents - We will be sharing training materials over Google Drive, Google Docs and Google Slides. All documents, forms, and surveys will be provided in accessible formats. During the pre-training we will use the screen share function to share slides, as well as navigating between Zoom and an interactive slide deck.
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. We make sure our content is accessible to screenreaders and can make additional changes based on what program you are using e.g. we can adjust any content typically formatted in tables to display in dot points instead, if you use a screen reader that is incompatible with tables in slides or documents.
Post-training resources - We do not supply recordings from our workshop as standard, but can record sections of the workshop if needed to facilitate your engagement. You will receive a copy of the presenter slide deck, interactive slide deck, and other resources. 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.
-
Setting norms - We build group agreement, established at the start of the training, that includes saying our name before speaking, norms around camera on/off, and other group norms depending on the needs of the cohort.
Breaks - Breaks will be organised regularly throughout the training. We have breaks every 45-55 minutes.
-
Other additional support - We build in flexibility in the program, as we go based on the needs of the cohort. In the registration form, we will ask you for your access needs. If you require something in place that is not already arranged, or if you need more information about any part of the workshop, we will work with you to provide this.
-
If you have any questions about accessibility, please contact us at info@australianprogress.org.au.