Introduction
The guide – By Us, For Us: Disability Messaging Guide – contains messaging tips that research has shown to be effective in building public support for progressive change, including disability rights. These tips can help advocates make the case for increased resourcing of disability services and build widespread support for transformative disability policy change.
About the Guide
Developing this messaging guide has been a collective effort by many people experienced in working on disability advocacy and persuasive messaging, including disabled people. It will continue to evolve as a collective effort.
The project is led by a steering committee of people with disability, disability advocates and messaging experts. It is supported by Disability Action Network Australia (DANA), Centre for Australian Progress and Common Cause Australia.
The message guide is intended as an introduction to values-based messaging for those unfamiliar with the approach. It is a tool we can use to shift attitudes and build public support amongst persuadable people who are currently unsure about supporting us. Future phases of the project may involve testing specific messages through focus groups, dial surveys and public polling, as well as providing training workshops for advocates.
Note that the example messages in this guide are provided for illustration and can be adapted to fit different contexts and strategies. We acknowledge that language in disability advocacy has a long history, with meaning and identities assigned to particular words. This guide simply presents words and phrases that research has shown to be persuasive on various topics, which some disabled people and advocates are already using and you may also like to try.
A note on how we refer to ourselves
In this project, we often use the term “disabled people” to highlight that we have been disabled by others’ decisions – by how they’ve set up the world and how they treat us. However, we recognise people’s right to choose the terms they use to describe themselves and their communities. We also note that equally, some people prefer the person-first language of “people with disability”. In this guide we therefore use a mix of“disabled people” and “people with disability”.
Tips
1. Vision – Barrier – Action Story Structure
We recommend using a Vision‐Barrier‐Action structure for every message. This leads with a clear vision of what we want and the values at stake, then describes the problem or barrier to achieving that vision, and the action or solution required.
If we want to persuade people who are unsure, we need to paint a picture of the world we want and avoid leading with the problem.
2. The Design Frame
Similar to the social model of disability, the design frame says that non-disabled people have designed the world we live in today to suit themselves and no-one else.
We need to redesign our society together so it works for everyone. This means making sure our messages say who has created the problem or barrier, and who can fix it.
Facts should be only part of our story – include the ‘who and ‘why’ rather than leaving facts to speak on their own.
3. Strengths Language
Being clear about current problems and injustices is important, but in telling our truth, using deficit language has been proven to reinforce negative stereotypes and reduce public support. Deficit language is any language that suggests there is something wrong or lesser about people with disability.
In contrast, using strengths language has been found to increase support for our messages from the public.
Strengths language highlights the many and varied strengths of disabled people. Another key ingredient in communicating our pain and anger is to pair truth with action – to help move people past guilt or defensiveness to solutions.
4. Tell Our Story, Not Theirs
Research has shown that repeating misinformation or unhelpful statements only reinforces them in the minds of our audiences. Myth busting messages don’t work because people tend to remember the myth we’re busting. They forget small words like ‘not’. Instead, we should state our truth clearly and avoid repeating lies and misinformation.
5. Bring the NDIS back to Values and Benefits
When we need to ask for resources or improvement to a system (like the NDIS), it’s important to keep firmly focused on values like equality, social justice and human wellbeing. Adequate funding is then how we get what we need, not why we care. We need to make human wellbeing (not the economy) the reason for our asks.
6. Build Empathy with Relatable Human Stories
UK research found that building empathy with relatable human stories was the most effective way to shift public attitudes about disability.
Rather than attempting to stir sympathy about the plight of disabled people, which risks othering us and falsely portraying us as needy victims, it’s more effective to build empathy by creating a shared connection with the audience.
7. Show Change is Possible
Messaging research shows that people like solutions far more than they like hearing about problems.
We can tap into this tendency by using messages that show people with disability have won massive changes already. Covid19 policy responses provide a good example of how fast governments, workplaces, businesses and civil society can adapt.
Access Resources
Download Guide
Download Summary
- By Us, For Us: Disability Messaging Guide Summary (PDF)
- By Us, For Us: Disability Messaging Guide Summary (Doc)
Easy Read Versions
Video Recordings of Messaging Guide Launch
Click here to watch a recording of the By Us, For Us messaging briefing with Auslan interpretation.
Click here to watch a recording of the By Us, For Us messaging briefing with captions.
Explore Further
- Disability Advocacy Online Courses
- Easy Read Guides for Social Change
- All about El Gibbs: Disability Advocate
- Centre the voices of people with disability
- People With Disability Australia PWDA Language Guide
- The Common Cause Handbook: A Guide to Values and Frames
- Framing Issues for Social Justice Impact: Directory of Messaging Guides