This resource offers recommendations for developing a messaging strategy rooted in the Sustainable Development Goals, specifically for an American audience. Although originally published in 2017 and created for a nonprofit organization with an anti-hunger mission, this resource remains a unique and useful guiding document for organizations and individuals and includes evergreen lessons for effectively embedding the SDGs into communications.
Through an analysis of knowledge gaps between experts and the general public, the FrameWorks Institute approach reviews existing SDG framing strategies, and challenges and opportunities for more effective messaging. Its recommendations emphasize the importance of values, in particular human potential and fairness across places. Clear explanations and “social math” can help to close knowledge gaps, it proposes, and a key metaphor for understanding the interconnectedness of the SDGs is “constructing well-being.”