Shifting the narrative: Research into action
The way we speak about social issues shapes the solutions we imagine. Hairpin has been partnering with the FrameWorks Institute—a Washington, D.C.-based think tank dedicated to reshaping public discourse—and the Conrad N. Hilton Foundation to reframe how society talks about young people, particularly those labeled as “at-risk” youth.
FrameWorks’ research reveals a critical insight: defining individuals by their deficits fosters societal complacency. Labels tend to stick, and the broader public becomes less likely to support systemic change. Even well-intentioned advocates often fall back on these problematic frames in their messaging. The Hilton Foundation sought to change this by researching more effective messaging around “Opportunity Youth,” and engaging Hairpin and FrameWorks to work with their grantees to help them adopt more productive communications frames.
- Client
- FrameWorks Institute
- Services
- Strategic Communications
Workshop Design
Print Collateral
Presentation Design
Changing the conversation
Our work involves translating FrameWorks’ thorough research into practical tools that advocates can integrate into their own communications strategies for measurable impact. The Hilton Foundation, known for its philanthropy and extensive network of grantees, brought us and FrameWorks into collaboration with remarkable organizations such as the New Orleans Youth Alliance, Cafe Reconcile, Brotherhood Crusade, Center for Law and Social Policy, California Opportunity YouthNetwork, and the National Youth Employment Coalition.
This work presents us with the best kind of challenge: How do we take deep, nuanced research and make it accessible and relevant to advocates and organizations working in diverse communities and grappling with the everyday realities of systemic injustice? Our task is not just to train grantees on the research findings, but to ensure those findings are effective and useful, showing how they can be woven into the fabric of their work and influence everything from public advocacy to internal communications.
Working across cultures and contexts
We were also tasked with sharing these findings and approaches with a broader, international audience. To do this, we designed and delivered a half-day workshop in Mexico City as part of the Hilton Foundation’s Collaboration Across Place: Building Better Futures with Opportunity Youth, a convening of 200 grantees from the United States, Mexico, and Kenya. During our session, grantees explored the art of strategic framing—not as a static, one-size-fits-all concept, but as something deeply attuned to cultural contexts and local sensitivities.
The workshop unfolded in two languages, underscoring a central truth of this project: communication is never neutral. When we frame issues in our communications, we must account for the cultural, political, and historical nuances of our specific audience. Framing “Opportunity Youth” is not just an abstract exercise, but a vital, evolving conversation, designed to meet the needs of advocates from different parts of the world.
Our ongoing collaboration with FrameWorks and the Hilton Foundation reflects a growing understanding that research and advocacy cannot exist in separate silos. It reminds us that the words we choose shape the future we build. When done with care, precision, and vision, strategic framing doesn’t just change how we talk about problems—it changes what we believe is possible.
