Strategic Frame Analysis is a communication method invented by the FrameWorks Institute in 1999 that makes academic research more digestible and interesting. This method begins by understanding how consumer choices are influenced by preexisting beliefs and develops communications tools to reframe the topic. These resulting messages orient consumers toward an evidence-based understanding of innovative agricultural practices and eliminate misconceptions.
“The growers we work with cannot readily explain advanced ecological farming practices to their customers in short, simple ways. And despite decades of marketing experience, neither can we,” said Red Tomato founder Michael Rozyne. “This project offers hope based in cognitive science, the promise of language, metaphors and training in how to use them, so the public will actually hear and understand.”
This project will deliver frames, metaphors and suggested strategies for farmers, scientists and agriculture organizations to reframe the national conversation about agriculture in a way that productively informs the public about the benefits of sustainable agriculture.
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Foundation for Food & Agriculture Research
The Foundation for Food & Agriculture Research (FFAR) builds public-private partnerships to fund bold research addressing big food and agriculture challenges. FFAR was established in the 2014 Farm Bill to increase public agriculture research investments, fill knowledge gaps and complement the U.S. Department of Agriculture’s research agenda. FFAR’s model matches federal funding from Congress with private funding, delivering a powerful return on taxpayer investment. Through collaboration and partnerships, FFAR advances actionable science benefiting farmers, consumers and the environment.
Connect: @FoundationFAR | @RockTalking
Contact: Sarah Goldberg, FFAR, 202.204.2605, sgoldberg@foundationfar.org