The Joseph Rowntree Foundation toolkit for poverty campaigners is based on research with 20,000 members of the public.
An online toolkit has been developed to help charities communicate issues around poverty amid the Covid-19 pandemic.
The toolkit has been launched by the Joseph Rowntree Foundation (JRF) to give charities working with socially disadvantaged communities advice on framing content and their messages around poverty.
This is especially vital as communities face multiple challenges around their income, housing and benefits during the Covid-19 outbreak.
The guide should be particularly useful for poverty campaigners looking to produce engaging social media and web content to appeal to the public. This can be to attract donations as well as influence the public and policy makers.
Here at JRF, we know that how we talk about poverty matters. And amid the stress, uncertainty and pressure of the #coronavirus pandemic, our words are more important than ever. That’s why we’ve launched a new guide to help your words inspire action: t.co/EQK8PY46Zj pic.twitter.com/uR4EHSgoae— Joseph Rowntree Fdn. (@jrf_uk)
Here at JRF, we know that how we talk about poverty matters. And amid the stress, uncertainty and pressure of the #coronavirus pandemic, our words are more important than ever. That’s why we’ve launched a new guide to help your words inspire action: https://t.co/EQK8PY46Zj pic.twitter.com/uR4EHSgoae— Joseph Rowntree Fdn. (@jrf_uk) May 5, 2020
The Talking about Coronavirus and Poverty: A Guide to Framing Your Messages toolkit has been developed using research from communications science think tank the Framework Institute, based on the views of 20,000 members of the public.
“The stories we tell about poverty in this pandemic, and how we tell them, can affect what action is taken,” states the guide.
“They shape what people believe is necessary and possible. Who they think needs support. And who should act to provide it.”
Constant pressure of poverty
Advice includes using phrases such as “constant pressure” to convey the wide range of challenges facing those living in poverty.
Making a case for strengthening public services support is another, with phrases such as “a vital lifeline”.
Charities should also “appeal to people’s values of justice, as well as compassion”, states the toolkit.
Using metaphors to help paint a picture of the impact of Covid-19 on communities tackling poverty is another area of advice.
The guide will be updated in response to feedback from charities and future developments around the government’s response to the pandemic.
“How we talk about poverty matters,” said JRF Strategic Communications Manager Luke Henrion.
“And amidst the stress, uncertainty and pressure of the coronavirus pandemic, our words are more important than ever.
“I really hope this guide will help poverty campaigners win the hearts and minds of the public so we can right the wrong of poverty in our society.”
Among charities to effectively communicate issues around poverty amid the pandemic, using social media is GROWing Links, which has faced a surge in demand for its Street Food Project for those facing housing issues.