The seminal report that launched our work. This report provided the basis for the Common Cause Programme at WWF-UK (2010-2015), and the subsequent launch of Common Cause Foundation in 2015. Written under the guidance of a working group of senior communications and campaign staff from five different UK NGOs, it was, to our knowledge, the first time that the literature on cultural values and the literature on framing had been aligned. Writing in the Guardian at the time of its publication, George Monbiot referred to it as “offering… a remedy to the blight that now afflicts every good cause from welfare to climate change.”
Campaigners and communicators would do well to develop an understanding of values and the ways that these influence public expressions of social and environmental concern. Such an understanding has far reaching implications – not just for the way that campaigns are developed and communications framed, but for the way which civil society organisations work.