Rhetoric questioning gender equality is increasingly used as a tool to fuel mistrust in democratic institutions and to polarise societies. To support authorities, communicators, and civil society to counteract these divisive narratives, the Council of Europe’s Gender Equality Commission has developed a new publication: Advancing Gender Equality Through Values-Based Communication: A Practical Guide to Deflect Anti-Gender Rhetoric.

The Practical Guide explains how to develop effective messages for different audiences – by framing constructive messages around shared values such as freedom, fairness and responsibility, reclaiming the collective "we," and telling stories that resonate and inspire. By focusing on these techniques rather than repeating negative messages, communicators can open dialogue, build trust, and shift mindsets to be open to the idea that gender equality is a benefit for the whole of society and not a zero-sum game.

This Practical Guide brings together lessons from behavioural science, framing research, as well as practical experience. Its aim is to share insights and examples of how values-based narratives can be applied in practice, and to help users ask the right questions when developing messages for different audiences.

 Read the Practical Guide by clicking the image below: