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Asset-Framing: The Other Side of the Story | Robert Wood Johnson Foundation

April 14

In the non-profit world, we are often tasked with telling the story of the communities we serve. These narratives are what we use to secure funding, gain publicity, and obtain public support. From the boardroom to the newsroom, foundation and non-profits have historically used tales of deficit and despair to incite action from stakeholders and gain the sympathetic ear of the public – unaware of the stigmatizing effects. Asset framing is the shift to narratives that define a people by their aspirations and assets. Words frame our world. The messages you develop can be monumental or detrimental.

This session will challenge you to evaluate the stories you tell, explore where they came from, and recognize their influence and impact. Applying knowledge from global authorities on cognition, racial narrative, social innovation and engagement, you will learn how to asset frame communities to achieve greater success and improve cultural relations.

Commissioned by leading institutions such as the Bill and Melinda Gates Foundation, New Schools Venture Fund and The Heinz Endowments, Asset Framing is a game-changer in communications for foundations and non-profits.

Workshop Take-away

In this workshop, we will explore:

  1. The psychological and cultural power of narrative;
  2. Why deficit framing sabotages equity and how to find smarter solutions; and
  3. How to apply asset framing in communications strategies.

About the Robert Wood Johnson Foundation

Today’s health challenges are influenced by factors well beyond the clinic walls, from our access to economic opportunity to the safety of our surroundings. Through our leadership development programs, the Robert Wood Johnson Foundation supports and connects change leaders nationwide who are working to build a Culture of Health.



April 14
Event Category:


Robert Wood Johnson Foundation


New Jersey
Princeton, NJ United States + Google Map