This study looks at what can be learned from values (the guiding principles that individuals use to judge situations and determine their courses of action) and frames (the chunks of factual and procedural knowledge in the mind with which we understand situations, ideas and discourses in everyday life). Values and frames offer ways to look at the problem of public engagement with global poverty and to identify possible solutions.
If we apply values and frames theory to the question of how to re-engage the public, we come up with some compelling insights into the impact of our existing practices and some striking solutions to the problems that these reveal. They may not be perfect solutions, and they bring with them significant challenges. But we believe they offer something valuable and timely: a fresh perspective. The persistent problem of public engagement suggests it is time for the development sector to transform its practices radically. Values and frames offer pathways to potential solutions that should be debated across the sector, and now.