Seize the Narrative on Housing Justice

Imagine a Bay Area where we are bold enough, courageous enough, ambitious enough to embrace the cause of housing justice for all.

We have research-driven and field-practiced strategies, tactics, and messages that can help us grow public support and political will, that can change hearts and minds, and seize this powerful moment to drive new narratives for our movement.

Now, we just need you to join us.

Tools For You

  • Media Relations
  • Messaging
  • Organizing
  • Strategic Communications
  • All
Seize the Narrative playbook cover.

Shift the Narrative Playbook

Our playbook on advancing housing and racial justice in the Bay Area, based on field-practiced and research-tested strategies and messages.

Message Guide

This guide provides specific language that can be used to put our Playbook's strategies into action whenever you are developing or distributing messaging content.

Quick Reference Messaging Guide

A quick reference message guide, to keep our initiative's narrative strategies & message guidance fresh, front, and center.

Shift the Bay: Reporter Resources

The purpose of this resource guide for local journalists is to provide important at-a-glance housing facts, flag some considerations when covering housing, and offer knowledgeable Bay Area housing justice expert voices for future stories.

Top Three Takeaways: ASO Communications Bay Area Workshop

Key messaging principles from Anat Shenker-Osorio

4 brains in succession planning an idea.

Strategic CaseMaking

Guidelines to shape our Bay Area messaging to create equitable and inclusive systems change.

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F.R.A.M.E.S. Worksheet

The F.R.A.M.E.S checklist offers a clear pathway to hone your messages and ground your framing narrative.

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Bay Area Shifting the Narrative Table Messaging Recommendations Addressing COVID-19

A message guide developed for the Shift the Narrative initiative, amid the evolving and emerging environment in 2020.

Cover of "Messaging the Moment" featuring geometric shapes behind title text.

Messaging the Moment

A handbook for progressive communicators.

Advocates Guide to Framing Checklist as an image.

Advocates’ Guide to Framing

A strategic communications checklist.

Seize the Narrative playbook cover.

Shift the Narrative Playbook

Our playbook on advancing housing and racial justice in the Bay Area, based on field-practiced and research-tested strategies and messages.

Featured Video Play Icon

The Research Behind the Playbook (Session 2)

Examine the rigorous Bay Area research program that informed our Seize the Narrative playbook — from focus groups to polling reviews to values-mapping of Bay Area constituents.

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Unveiling the Shift the Narrative Playbook: Moving a Housing Justice Agenda Forward (Session 1)

Dig in to our Bay Area Seize the Narrative playbook with national expert Dr Tiffany Manuel, TheCaseMade, for a window into narrative shift, ways to unseat unhelpful dominant narratives, and opportunities to mobilize people to action.

Quick Reference Messaging Guide

A quick reference message guide, to keep our initiative’s narrative strategies & message guidance fresh, front, and center.

Message Guide

This guide provides specific language that can be used to put our Playbook’s strategies into action whenever you are developing or distributing messaging
content.

Featured Video Play Icon

Shift the Bay: Advancing Housing & Racial Justice (Explainer Video)

This video offers a dynamic visualization of our initiative’s Seize the Narrative Playbook. Watch, learn, enjoy — and then dig in further to our Playbook and additional resources.

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Cornerstones Worksheet

An organization tool to establish the defining aspects of a communications campaign that set the parameters for developing a narrative.

Grow Your Skills

  • Media Relations
  • Messaging
  • Organizing
  • Research
  • Strategic Communications
  • All
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(Condensed) Shift the Bay: Moving a Housing Justice Agenda Forward (Session 1)

The Cliffs Notes version of our Playbook overview for a window into narrative shift, ways to unseat unhelpful dominant narratives, and opportunities to mobilize people to action.

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(Condensed) Shift the Bay: The Research Behind the Playbook (Session 2)

The Cliffs Notes version of our session on the rigorous Bay Area research program that informed our Seize the Narrative playbook.

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(Condensed) Shift the Bay: Moving from Messaging to Narrative (Session 3)

The Cliffs Notes version of our workshop on how to turn research and narrative strategy into direct application and messaging ahead.

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Opinion Pieces Slide Deck

Slide deck from our “Opinion Pieces” media training

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“Opinion Pieces” Event, October 2021

How to shape, deliver, and secure placement for opinion pieces in media outlets

Shift the Bay: Media Relations Best Practices Training Slide Deck

Slide deck from our “Making News in Bay Area” presentation

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Shift the Bay: Making News in Bay Area Media Outlets

Tips, trends, and do’s and don’ts for getting to know Bay Area reporters and getting their attention

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Shift the Bay Media Relations Best Practices Training Handout

Cheat sheet: For the readers in the crowd, a written overview of the content covered during our August media training

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(Condensed) Shift the Bay: Moving from Messaging to Narrative (Session 3)

The Cliffs Notes version of our workshop on how to turn research and narrative strategy into direct application and messaging ahead.

Featured Video Play Icon

(Condensed) Shift the Bay: Moving a Housing Justice Agenda Forward (Session 1)

The Cliffs Notes version of our Playbook overview for a window into narrative shift, ways to unseat unhelpful dominant narratives, and opportunities to mobilize people to action.

Featured Video Play Icon

(Condensed) Shift the Bay: The Research Behind the Playbook (Session 2)

The Cliffs Notes version of our session on the rigorous Bay Area research program that informed our Seize the Narrative playbook.

Top Three Takeaways: ASO Communications Bay Area Workshop

Key messaging principles from Anat Shenker-Osorio

Featured Video Play Icon

Anat Shenker-Osorio Narrative Workshop (full workshop)

Combine cutting edge communications research with a background in standup comedy, and you get Anat Shenker-Osorio.

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Shift the Narrative -Tiffany Manuel (full workshop)

Called the affordable housing movement’s “rockstar” of communications, Dr Tiffany Manuel takes our coalition through critical messaging research and narrative application.

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Messaging Race & Class – Anat Shenker-Osorio (workshop clip)

It’s not just morally righteous to acknowledge race and class, research shows that it’s a winning message.

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People Do Things – Anat Shenker-Osorio (workshop clip)

How being direct can radically transform peoples’ perceptions of what they see, hear, and believe about the world around us.

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Sell the Payoff, Not the Policy – Anat Shenker-Osorio (workshop clip)

If you haven’t heard Anat’s “Sell the brownie” metaphor, you are in for a treat!

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Power of Metaphor – Anat Shenker-Osorio (workshop clip)

Did you know that humans use metaphorical speech in American English every six to seven words? 

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Start With the “We” and “Why” – Dr. Tiffany Manuel (workshop clip)

We have to show the “we” and “why” before we get to the “what.”

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The Backfire Effect – Dr. Tiffany Manuel (workshop clip)

Stop trying to talk people out of their beliefs  — it actually reinforces their current position. 

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We Don’t Want the Backpack – Dr. Tiffany Manuel (workshop clip)

How do you know if you’re talking about a technical problem or an adaptive problem? It all comes down to the backpack.

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Who’s Coming To That Party? – Dr. Tiffany Manuel (workshop clip)

How can you motivate folks to join forces with you for solutions? Make sure you’re throwing the party they want to attend.

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Shift the Narrative Casemaking & Audiences – Dr. Tiffany Manuel (workshop clip)

How to shape our delivery and make the case — so that our message isn’t just delivered but truly heard

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Narrative Power Media Analysis

Provided as part of our initiative’s work with Center for Story-Based Strategy, the Narrative Power Media Analysis offers guiding questions, prompts, and a narrative strategy to support developing multi-media creative […]

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Research Overview: National Narrative & Funders for Housing and Opportunity

Findings from Focus Groups and a Dial Survey on Housing in the United States

Cover of "Notes on a Cultural Strategy for Belonging" with art of darker-skinned man.

Notes of a Cultural Strategy of Belonging

Four essential practices of a cultural strategy for belonging

Cover of "Piecing it Together" feature title text

Piecing it Together

A framing playbook for affordable housing advocates.

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“You Don’t Have to Live Here”

The seminal research that started the conversation on narrative shift: Why housing messages backfire and 10 things we can do about it.

Cover of "Making the Case for Systems Change" including sign saying "gentrify this!"

Making the Case for Systems Change

Tackling the Issues of Gentrification and Displacement

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Race-Class California: Our Progressive Narrative

Both economic and racial justice are core progressive priorities, but too often we discuss them separately.

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Shelterforce: How Do We Change the Narrative Around Housing?

In-depth public opinion research points to ways to intensify support for housing justice policies—and to a few danger spots to avoid.

Seize the Narrative playbook cover.

Shift the Narrative Playbook

Our playbook on advancing housing and racial justice in the Bay Area, based on field-practiced and research-tested strategies and messages.

Featured Video Play Icon

Moving from Messaging to Narrative (Session 3)

Workshop with our experts on how to turn research and narrative strategy into direct application and messaging ahead.

Featured Video Play Icon

The Research Behind the Playbook (Session 2)

Examine the rigorous Bay Area research program that informed our Seize the Narrative playbook — from focus groups to polling reviews to values-mapping of Bay Area constituents.

Featured Video Play Icon

Shift the Bay: Advancing Housing & Racial Justice (Explainer Video)

This video offers a dynamic visualization of our initiative’s Seize the Narrative Playbook. Watch, learn, enjoy — and then dig in further to our Playbook and additional resources.

Image of people protesting with signs in unison

Haas Institute: Shifting the Narrative

What it Takes to Reframe the Debate for Social Justice in the US

Join Our Network

Register For Events

Upcoming Event: Workshop: Narrative Strategy & You
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Narrative Shift In Action

Haven

Haven Case Study

Using cultural media production & distribution to uplift housing justice to local Bay Area voters

Learn through specific examples. We are successful when we sing together from the same playbook. After digging in on the research, playbook, narrative strategies, and materials here, how will you put your learnings into action?

The following case studies and campaign results aim to offer concrete models and examples of how to put narrative strategy into action.

Check back for new additions, added on a rolling basis. You can also join our Slack community for ongoing peer learning and live updates on table campaigns!

About Us

NPH is the proud anchor-organization of the Bay Area Shift the Bay Initiative, a coalition-driven initiative to advance housing and racial justice in the Bay Area.

In partnership with a diverse range of organizations from all over the Bay Area and spanning multi-industry, issues, and audiences, we are working to advance research-driven and field-practiced strategies, tactics, and messages that will help us seize this powerful moment to drive new narratives for our movement!

Table Members

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