Reframing to reach the ‘movable middle’

Victoria Lane, IPPF

Find out how International Planned Parenthood Foundation is working to reframe issues of abortion, contraception and sexuality education to gain support from the ‘moveable middle’ of both parliamentarians and general public in four countries across Europe.

Research shows that across cultures and geographies, between 25 to 35 per cent of the population have versions of both progressive and conservative moral values in all sorts of combinations, and they apply those different values to different issues. There is no ideology of the moderate; no set of views held by all moderates. Working with academics on the latest theories of cognitive thinking and methodologies of ‘reframing’, IPPF aims to fundamentally change the way that the organisation talks about sexual and reproductive health rights, and provide powerful messages that counter the language used by the opposition.