Charities are understandably disturbed about far-right rhetoric and a rise in populism, racist narratives and misinformation generating from extremist movements. The devasting impact on the communities that charities support is acute, and it is easy to feel hopeless about the state of the world when we are dealing with polycrisis.
I recently wrote about how storytelling can influence change, particularly when the issues feel too big to conquer. But I also believe there is another way we can pave the way to a better future, by creating more pockets of hope.
That’s because hope activates the part of our brains responsible for setting goals and solving problems. So when we’re feeling disheartened, charities can do what they do best: be a megaphone for hope.
This blog explores examples of how organisations are using hope-based comms to break down discriminatory influences from a vocal minority.
Balance awareness building with action – Hope not Hate
Through their comms, Hope not Hate shows how to balance audience awareness with action, leaving audiences with both understanding and a feeling that work is happening and change is possible. Their general brand video remains pinned, calling out with a message that “action shows that there are more of us that believe in hope”.
Their PR activity sees universal messages shared across the BBC and The Guardian, taking a practical look at how to dismantle hate with continued action.
A potential pitfall of using hope-based comms is not achieving an effective balance – too much hopefulness and the message might seem insensitive or out of touch, but not enough hope can leave audiences feeling too hopeless or apathetic to act.
Simple but powerful messages stick – Amnesty International
The book Made to Stick by Chip and Dan Heath explores what makes ideas and messages stay in people’s minds. ‘Simple’, ‘concrete’ and ‘emotional’ are three core elements that make a “sticky idea”. Will your audience remember this point? Is the thought clear and relatable? Does the message connect on an emotional level?
In a recent CharityComms event about how to reach Gen Z audiences on social media, Eleshea Williams from Amnesty International joined us to share how you gain traction on socials for causes:
“Polycrisis leads to apathy and hopelessness in audiences. Incorporate hope into your comms to empower [audiences] to be decision-makers, too,” Eleshea told us. “Be direct in your social-first content with powerful statements as audience attention is stretched.”
Eleshea shared how Amnesty International break down their social media content into a few content pillars, including ‘direct’ and ‘hopeful’, so they can deliver a full suite of content that serves audiences’ needs, motivations and emotional range.
Creating short-form content with a universal message at its core helps the organisation to be reactive while giving the space for developing further plans and outputs if required. Audiences, Eleshea pointed out, will connect the dots between the current news and the message, amplifying the post through shares and comments to continue conversations.
Amnesty International UK uses similar approaches, with footage shared of marches against racism and far-right movements, with the caption: “Expect resistance”.
Fight back with fact – FullFact
The nature of social media means it’s easy for misinformation to spread, especially when figures are inflated changed to serve a narrative. Some comments have suggested that over 3 million people attended the unite the kingdom rallies over the weekend.
Reports actually indicate that figures were in the region of 110,000 to 150,000 – a stark difference from suggestions shared by some social media accounts.
When countering narratives being straightforward is best, shown well in this example from FullFact with their comms. The article also explains how crowd size figures are calculated and ends with where people can turn for trustworthy news.
Put people with lived experience at the heart – IMIX
IMIX support migrant storytellers to share their experiences in the media. In this project, the organisation worked with five participants and the Mirror, creating a Gogglebox inspired review of Channel 4 reality TV show ‘Go Back To Where You Came From’. The premise of the Channel 4 show was to put participants through a simulated refugee experience in order to change their perceptions of immigration.
Questions around the ethical issues of this show persist, as well as platforming far-right rhetoric. Jenni Regan, IMIX’s CEO, also points out that “people with lived experience of migration should be at the centre of conversations about immigration—not just spoken about… [And] migration only seem[ing] to ‘matter’ when a British person is put in the same situation?”
“The ‘Refugee Gogglebox’ group offered an insightful and deeply personal perspective on the show”, Jenni writes. The panel share their reflections of the show, exploring the pros and cons of a show like this to diffuse harmful narratives of migrants.
Connect it back to what you can do – CALM
To generate hope, we need to offer solutions. Connect issues back to how you are positioned to help. CALM have been able to share their no-tolerance stance on racism while offering a route for anyone affected to seek support.
Local acts, collective impact
Work doesn’t always have to have a national lens. Local and smaller approaches build up and have collective impact. Charities can help facilitate these actions or amplify them via their platforms.
Some inspiring cases over the weekend include a collection of hand-written messages appearing cross Bristol which showed responses from the refugee community and their support network across the city, showcased by Care4Calais.
Care4Calais posted: “While hate shouted from the street below, these messages rose stronger. They spoke of love, gratitude and defiance. Because no matter the hostility they face, refugees and people seeking safety show again and again that their voices, their hope, and their resilience cannot be silenced.”
Together with Refugees have a dedicated page on small acts people can take to build solidarity across communities, reminding people that whatever action they take they are building up resistance.
Support participation
Some barriers are practical. Liberty has created guidance to support people to peacefully and safely protest. Effective comms includes their downloadable protest bust cards featured in numerous languages to help people participate in protests and know their rights.
While the organisation Stand Up to Racism creates ways that people can counter racism and far right through calls for rallies and campaigns.
Be human
Hope can also come from sharing raw and vulnerable experiences, creating the space for people to feel less alone.
Commentary from Zoe Amar in Third Sector shares some experiences of leaders across the sector. Others in the sector have taken to LinkedIn and newsletters to highlight to their followers some ways they or their networks can create more compassionate and caring cultures that continue to support colleagues.
Communicators on the front line will be exposed to the views and actions of the far-right, through media monitoring and social media management. Charities benefit from building resilience internally, by creating the space for both proactive response and for pain and grief to co-exist.
Conclusion
Creating hope-based comms isn’t about blind optimism or naive responses to complex issues. It’s about creating the conditions for change and understanding the complexities of the challenge at hand.
Systemic issues require system approaches. So while comms won’t necessarily change the world overnight, it can filter ideas and messages through which inspire people to take action, support causes or even challenge their own perceptions.
We are looking for thought leadership and case studies on how charities can respond to challenges like these. Please reach out to our comms team at comms@charitycomms.org.uk to discuss your ideas.
Resources from CharityComms and beyond
- Educate Against Hate is a Government website with resources to help safeguard students from radicalisation and build resilience to all types of extremism.
- Hope not Hate has advice on staying safe amidst far right violence for organisations, community groups and people fearful of being targeted.
- Stop Hate UK has a confidential 24 hour helpline service to report all forms of hate crime and discrimination and to get help and support.
- nfpResearch has published a blog that summarises a debate about whether charities should work with Reform UK.
- The Charity Commission has guidance on protecting charities from abuse for extremist purposes. It includes links to further useful resources.
- SMK has listed helpful support and resources in a blog post, such as newsletters to sign up to and social media accounts to follow.
- Review our social media policy template that charities can use to create or refresh their guidance on social media use.
- Catch up with our seminar on navigating misinformation with talks from NCVO, Full Fact and the Center for Countering Digital Hate, which is available via our on-demand service.
