Advancing positive and lasting social change in a world that grows more complex each day is hard. Understanding how we break through to our most critical audiences — and developing messages that respectfully and authentically connect with their lived experiences — has become essential to inspiring people to come together to create this change.
With support from the David and Lucile Packard Foundation, Goodwin Simon Strategic Research (GSSR) and Wonder: Strategies for Good (Wonder) have assembled a new guide: “Heartwired: Human Behavior, Strategic Opinion Research and the Audacious Pursuit of Social Change.” The guide shares lessons learned from GSSR and Wonder’s decades of experience on the front lines of social and environmental change. Their new, integrated approaches to audience research, storytelling and persuasion communication have supported historic wins — from the freedom to marry for same-sex couples to making medical aid-in-dying a legal option for terminally ill people.
This strategy guide shares stories, tools and some secrets of success. We hope the strategic approaches shared in this guide provide you with a valuable template for success for your own work.