This evidence-informed guide is designed to help advocates of gender equality communicate effectively with a wide range of audiences. The aim is to support communicators to build awareness and support for initiatives that drive positive change. 

It is particularly focused on how to effectively engage the ‘moveable middle’ in conversations about gender equality. The ‘moveable middle’ refers to people whose views on gender equality are not firmly set. This includes people who do not hold strong views for or against gender equality, and those who may hold conflicting and even contradictory views. There is real potential in this ‘moveable middle’ to create meaningful change.

The research confirms that understanding what pushes people away when it comes to communicating about gender equality is just as valuable as understanding what brings people in.

Messaging principles

1. Lean into shared values
2. Unite with inclusive language
3. Write men into the story
4. Make it real and recognisable
5. Centre the solution
6. Avoid polarising language
7. Paint a positive future.