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Communication & Engagement Blog

More on the hope-based approach with 5 central shifts

On March 1st we organised the Workshop Hope-Based Communication with strategist Krizna Gomez. It was great to see a diverse group of 40 members and partners in the online space for inspiration and learning.

11 March 2022

Hope-based comms: What It Is and What It Is Not

Krizna gave this taster workshop to cover the hope-based communications strategy – including what hope-based comms promotes and what it does not promote. She gave quite some interesting insights from neuroscience on how images and stories can lead to different reactions by the public. If you want to stimulate support and lead public opinion in a polarised setting, it is really important to express human values and a desirable outcome or direction to inspire and touch people’s hearts and minds. We shouldn’t reinforce negative messages of opponents because in our brain we normalise the information we receive. So, if we only receive messages of fear our minds tend to react accordingly. If we want social change to happen, we should trigger feelings of hope and commitment for a better world. 

If we make a better future thinkable it will become desirable and doable.

5 Shifts central in the hope-based approach

Krizna explained the 5 shifts central to the hope-based approach, shifts that can make a difference in creating support for social justice, development and progress. At its core: don’t just tell people what you’re against, tell them what you stand for. We need to become as good at celebrating the things we want to see in the world as we are at criticizing the things we want to stop because that’s how we offer perspective.


Does a hope-based narrative mean sharing and-they-lived happily-ever-after-messages and happy stories of ‘heroes’ only? Well, of course not. The important thing is balance and nuance in your narrative. It is about sharing real-life examples from persons around the world with stories that connect instead of divide. Narratives that can change people’s hardened views on controversial topics, stories that unite and promote humanity and tolerance, and give space for solutions and improvements.

Hope-based campaigns as a new playbook for social change

During the workshop, Krizna shared some powerful campaigns with messages and stories which made a great difference in various social and political processes. Examples are the No-campaign in Chile and the Yes vote in the marriage equality referendum in Ireland. Discover various hope-based campaigns as a new playbook for social change through the following playlist and the presentation by Krizna!


More inspiration on narrative work by Krizna Gomez

Krizna has participated in various other Partos activities, including a panel discussion on frames & narratives and a keynote and on foresight. Hungry for more inspiring talks on storytelling and social change? Listen to the podcast on engineering change through the power of narratives @We are Duffree.  


Connect with Partos communication team

Because Partos would like to organise more workshops this year on hope-based and inclusive communication, we are very open to your input. So please feel free to give feedback or discuss collaboration by mail or give us a call. We just started a new Community of Practice on inclusive communication. Please have a look.

Thanks in advance!

Sera Koolmees,