The news cycle moves faster than it ever has before. Algorithms and Artificial Intelligence have advanced so much that data can be gathered, repurposed and shared instantly. This brings overwhelm for individuals and is killing traditional media in many countries.

​​

​

​

​

​

​

But human emotion gives us hope for our counter-narratives. Systems do not die; they evolve. Human-centered stories are real, memorable, and exciting. Citizen journalism and media focused NGOs in countries from Brazil to Indonesia have filled in the gaps. Artificial Intelligence based on the values, mental shortcuts and biases of San Francisco based programmers cannot tell stories that resonate with all of humanity.

​

Strategic communications are key. Aboriginal Australians use songs to teach young people paths through the outback. We need to use one counter narrative across the right channels to the right people at the right time. This is the oxygen that we need for our counter narrative to travel. 

These messages and counter narratives can be delivered subliminally too. Flip the Script is a campaign that has succeeded in getting Hollywood producers to normalize the use of reusable bottles rather than plastics, to help drive behavior change to switch away from plastics.

​

​

​

​

​

There are three key ways to make the most of any moment*:

• Time: 

  • Identify the type of crisis or opportunity. Do you need to respond to this story? 

  • Be fast and first to respond. 

  • Use your pre-prepared and pre-rehearsed strategy. 

• Message: 

  • Tailor the values frame for each media channel’s audience. 

  • Keep your media release short, urgent, with one clear and memorable message.

  • Tell your story to deliver your counter narrative. 

  • Show what you’re for and in contrast, what your opponent is for, e.g. “This is racist.”

• Space: 

  • Train spokespeople from the affected community, in advance, as authentic voices.

  • Center these authentic voices throughout your counter narrative, story, messaging and quote them in your media release.

  • Put new spokespeople forward to more supportive media.

  • Keep up momentum by involving the community in online and other actions.

A strong message needs to be memorable, beyond just a slogan. Match the tone for the audience, and practice it for specific moments.

We recommend creating:

• An elevator pitch - a 3-sentence summary to engage someone in a brief encounter. It should show the audience how they can help make a change.

• A memorable idea - a metaphor, symbol, hashtag, or slogan that is easily recognized and reminds people of your campaign’s goals and desires. If it’s very memorable, it could become a meme, traveling far and wide across media and among the public.

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

Source: 

*With thanks to Aliya Ahmad and Neha Madhok and their interview highlights at https://commonslibrary.org/fast-and-first-shifting-narratives-through-rapid-response-media-campaigning/#Tips 

Structure of a winning message: NEON

On attention economy definition: https://acroll.substack.com/p/what-comes-after-the-attention-economy#:~:text=Economies%20are%20driven%20by%20what,live%20in%20an%20attention%20economy. 

With thanks to https://commonslibrary.org/fast-and-first-shifting-narratives-through-rapid-response-media-campaigning/#Tips

​

​​

​

​

​

​

​

​

​

​

​

​

​

At the start of the Covid-19 Delta outbreak, several people in south-western Sydney tested positive. The New South Wales regional government in Australia increased policing and blamed local communities for not following public health orders. The majority of these communities were racially and culturally diverse, as well as working class, and so the government’s response perpetuated racist and classist undertones and stereotypes. 

​

Campaigners working on social, economic and racial justice sought to rapidly disrupt and change the narrative from blaming the affected communities to highlighting the unfair and racist response by the regional government. Their efforts focused on:

​

1. Timeliness:

• Immediate Response: Quickly organized and reacted to the initial negative media coverage, and this was supported by a strategic, responsive, messaging framework that was developed in case of such a need arising.

• Media Release: Sending out a quick and clear media release within 30-45 minutes of the news breaking

​

2. Space:

• Community Engagement: Worked within the affected communities to gather their perspectives.

• Media Platforms: Utilized different media platforms, including community radio and social media, to spread the message.

​

3. Message:

• Clear and Emotive: Changed the framing from "police activity in problematic regions" to "racist Covid crackdown." For example:

  • The regional government influenced initial coverage like the headline: "Police activity bolstered across problematic Sydney regions in desperate bid to shut down Delta transmission." The core message of this blamed communities for the outbreak.

  • Community leaders and activists quickly organized and contacted media outlets, leading to the headline: "Covid crackdown in Sydney’s southwest labeled racist amid major police operation." The core message here highlighted the unfair and racist targeting of communities.

• Conflict: Used strong rhetoric to appeal to the media, labeling the response as racist.

• Community Voices: Ensured spokespeople from the affected communities spoke out, adding legitimacy.

​

Campaigners were successful in increasing awareness, shifting the narrative and local public opinion. The public debate changed from blaming communities to criticizing the racist crackdown. More people understood and supported the affected communities' situation. By using time effectively, engaging the right spaces, and crafting a concise and emotive message, the narrative was quickly changed to inspire action and support for the affected communities.

​

Read more: https://commonslibrary.org/fast-and-first-shifting-narratives-through-rapid-response-media-campaigning/#Tips

​

​

​

​

​

​

​

​

​

​

​

In 2007, after a harsh crackdown on democratic protests in Myanmar, public protests became impossible. Despite this, dissent continued through creative and lower-risk actions.

​

In this case - now known as the ‘Panties for Peace’ campaign or Sarong Revolution - where women turned harmful gendered norms against their bodies on their heads, using their bodies as tools of protest and revolution. Women activists mobilized against both state militarized control in an imaginative and transgressive way, using a gendered artifact - their underwear. The campaign, coordinated by a Burmese activist group in Thailand, asked women to send their underwear to the generals in the Myanmar military Junta via international embassies and fly their htamein (women’s skirts) ahead of the 2008 referendum. This was a way of mocking the military and its gendered rules and superstitions - in particular that any kind of contact with female underwear will sap them of their power.

Campaigners found a way to protest against Myanmar's military junta that was safer, widely spreadable, and inspired action despite the dangers of public gatherings:

​

1. Time:

   • Prompt and Timely Action: The protest utilized the generals' superstitions by asking supporters to mail panties quickly to maintain momentum and leverage the cultural belief that female underwear could sap their power.

2. Space:

   • Distributed Protests: The action allowed individuals to participate from their own homes by mailing panties, making it possible to protest without gathering in public spaces, which were heavily controlled.

3. Message:

   • Clear and Emotive Message: The protest message was simple and provocative: "Send panties to the generals." This used humor and cultural taboos to ridicule the military leaders and highlight their fear, making it easy to understand and spread.

   • Spreading the Message:

     1. Utilizing Humor: The action used humor to mock the generals, breaking their image of power and making it easy for people to join in and support the cause.

     2. Leveraging Symbols: Using women's underwear as a symbol made the protest visually striking and memorable, helping the message spread quickly both locally and internationally.

This activity was successful in inspiring widespread participation. Many people, both within Myanmar and globally, participated by sending panties, making the protest effective while managing risks to their safety by maintaining anonymity. The use of humor and superstition weakened the junta's power in the public sphere, showing that they could be mocked and ridiculed. It inspired others by showing that resistance was possible even under severe repression.

Read more:

This Bra Protects Me Better Than The Military: Bodies and Protests in the Myanmar Spring Revolution, Mra, Khin Khin and Hedström, Jenny: https://www.tandfonline.com/doi/full/10.1080/00472336.2024.2344117#abstract

​

​

​

​

​

​

​

​

​

​

​

​

“In so many ways, the internet serves more as an affirmation superhighway, a way to affirm political beliefs and identities.” - An Xiao Mina

story:  highlighting racist public
          health response, australia

tool: idea & metaphor

Ripples:

Write out on Post-Its and stick on the wall, a maximum 2-3 sentences for each narrative ripple across the water. 

Choose separate Post-Its for different key stakeholders, networks, messengers. How does your narrative spread out? Does it all connect?

​

Idea or metaphor

​

Consider the dominant narrative, and your counter narrative and messages. Can you think of an idea, metaphor, symbol or slogan that taps into the values of your counter-narrative and your demands?