Unit 6: Messaging

6.1 Introduction to Unit 6: Developing strong messages for change

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Climate activists Jessy Nkhoma and Isaac Mzembe speak to secondary school students about their work on climate change in Kasungu District, Malawi, March 2021. This project is funded by the European Union.
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An image taken from the back of a classroom in Malawi. The students all have their hands raised, while climate activists Jessy Nkhoma and Isaac Mzembe speak at the front of the room.

Climate activists Jessy Nkhoma and Isaac Mzembe speak to secondary school students about their work on climate change in Kasungu ...

Now that you have identified the space you have to influence and the people, groups or institutions to target and work with in your influencing, it’s valuable to reflect on the types of messages which will prompt others to join you and to take action for change.

Developing strong narratives that inspire others to do what they might otherwise not do is a great skill to nurture.

In this unit we look at a current campaign to see the approaches used for shifting narratives. We will discuss the merits of appealing to both emotion and to reason in your influencing. You will have the opportunity to apply this learning by developing messaging to engage your audiences in your change action.

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The graphic depicts eight equal-sized circles. At the centre is circle one and the seven other circles orbit around this central circle. Arrows point between the central circle and the outer circles. In the central circle it says Unit 1 understanding ourselves and our own assumptions. The outer circles have the following text. Unit 2 understanding context and how change happens. Unit 3 systems and power. Unit 4 collective action, changemaker characteristics. Unit 5 influencing, power mapping, partners and allies. Unit 6 influencing strategies, messaging and stories. Unit 7 campaigning tactics, action plan, risks. Unit 8 reflection, adaption, overcoming challenges. The Unit 6 circle is coloured green and all the other circles are coloured blue. This emphasises that you are on Unit 6 of the course.

Learning outcomes

By the end of this unit you will:

  • understand some key principles of messaging
  • reflect on the merits of appealing to head, hand and heart
  • understand the power that dominant narratives have and how to create alternative narratives to achieve change
  • apply this learning by developing messages for your change action.

6.2 Influencing head, heart and hands