EMSL - RD

Context-based goals build authenticity around information; build trust with the audience; and makes goals measurable and comparable.

New Narrative- Use metaphors- People empathize with one person better than many- Make it personal - need to know how THEY are affected- Narrative + emotion = action- Narratives capable of mobilizing people need to be framed in a manner that reinforces the values and beliefs people already have- empower people to make change