Today, tens of millions of Americans are losing their jobs, worried about the health of their families and friends, and feeling fear and uncertainty about what the future holds for themselves and society. Deep narratives are breaking down and being rebuilt. Here are four ideas for approaching narrative strategy now so that together we may weave together an equitable, healthy and just fabric – one strong enough to hold all of us.

COVID-19 is transforming American society at a rapid pace. Over 22 million people filed for unemployment in four weeks from mid-March to mid-April and economists project an unemployment rate of 30% or higher in coming months. Nearly all of America’s more than 56 million K-12 students are being taught online with no clear idea when they will return to in-school classes. Falling demand is helping drive oil and gas prices to historic lows while air quality improves.

The question now is whether we as a society move towards systems that center equity and justice or continue on as before, unprepared for the next crisis?

This is a critical moment for narrative strategy

We must offer a powerful vision for the future, even while our organizations continue to help people make sense of the crisis in real time. That kind of vision takes time to build. And it doesn’t come without risk. Defenders of the status quo will advocate a return to “normal” and use fear to cast doubt on policy change. Hope will be characterized as political opportunism.

How we identify, share and deploy narrative strategy matters. We’ve seen a number of brilliant offerings from narrative change practitioners. Nicole Carty, Anthony Torres, Anat Shenker-Osorio and others have offered detailed messaging recommendations. Campaigners and policy organizations are making key demands of governments: protect the most vulnerable; support people, not corporations; emphasize care, solidarity and social good. Organizers are engaging their members, re-orienting their work to operate in a virtual environment.

Here are four ideas we have about approaching narrative strategy now. They build on the good thinking of our peers, Narrative Initiative’s large-scale social media listening over the last six months, and our team’s deep experience working with coalitions and individuals. These ideas are offered in the spirit of dialogue as we continue to work together to meet this moment.

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