Our partners at N Square gave us a grant to audit the messaging strategies of leading organizations in the nuclear threats field and review research findings from multiple firms—including the Frameworks Institute, whose work on reframing nuclear threat was also funded by N Square.

From there we went into the field to learn more about catalysts and impediments to creating an emotional connection with “nuclear threats.” We met with groups and individuals in three US regions, engaging people from different demographic, economic, geographic and psychographic backgrounds. We analyzed language, explored motivations, and learned about the conditions that have led people to take action on other, analogous issues.

The resulting Messaging Toolkit is a guide to storytelling and communication that will give new audiences a sense of agency in creating a future free from nuclear weapons threat.