Report cover - Title reads 'Passing the message stick'. The subheading reads 'Messages that build widespread public support for transformative change on First Nations justice, now and beyond the referendum.' The image is an aerial of an Australian coastline - clear, turquoise water with white sand, coastal vegetation and red soil.

Passing the Message Stick: Messages that Build Support for Change on First Nations Justice

By Australian Progress, GetUp, Jackie Huggins, Kirsty Albion, Larissa Baldwin, Millie Telford

Introduction

Passing the Message Stick is a First Nations-led research project designed to shift public narrative in support of First Nations justice and self-determination. In 2023 the latest research has been launched on persuasive messaging to build widespread support for transformative change, like treaties, truth-telling and representation, now and beyond the referendum. This guide builds on previous research completed in 2021.

How to use this Guide

First and foremost, this guide is designed for storytellers. It’s for First Nations advocates and allies, for community organisers and leaders of grassroots movements, it’s for journalists, policy-makers, decision-makers and anyone who uses the power of story to generate change.

It’s divided into four chapters that are best understood and applied together. Here’s what’s included:

Chapter 1: The moment we’re in
We’re in an unprecedented moment of opportunity: the national mood is on our side, and there’s a huge groundswell of support for First Nations justice. Read this chapter to understand the social and political context about the moment we’re working within.
Chapter 2: How to win a narrative
Read this to understand the theory and methodology that underpin the project. You’ll find an overview of why messaging matters, advice on how narratives work and how to shift them, plus insights into our audience segmentation and research methodology. This chapter also includes a recap of the foundational messaging recommendations we released in 2021, proven to build support for First Nations justice and self-determination.
Chapter 3: Messaging recommendations
Chapter 3 includes practical advice drawn from our findings. While the context and theory is valuable, if you’re pressed for time, we recommend skipping ahead to this chapter. It’s packed full of practical tips, including five recommendations for your messages, advice on the strongest frames from the research, plus insights on how to craft messages, do truth-telling and understand First Nations audiences. Read the recommendations for practical advice on how to shift your messaging in line with a strength and values-based narrative.
Chapter 4: Conversation toolkit
Chapter 4 is a practical resource to guide your conversations with family, friends, colleagues and members of your community. You’ll find principles of persuasion, an overview of common concerns and some frequently asked questions with suggested answers.

The words we use to tell our stories matter. When we share our strengths, solutions and vision for change, we build widespread support for the changes our communities have been calling for, for decades.

Guide Excerpts

Here is a sneak peak of what is in the guide.

Screenshots of pages in the guide - Messages that build widespread public support for transformative change on First Nations justice, now and beyond the referendum. Photo of the back of protestors walking outside under tree. The camera's focus is a banner that reads 'Tell the Truth' painted on a piece of cardboard with the Australian First Nations flag.

Screenshots of pages in the guide - Messages that build widespread public support for transformative change on First Nations justice, now and beyond the referendum.