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(p. 272) From “Dignity” to “Success”: Using Strategic Communications to Change Policies and Perspectives 

(p. 272) From “Dignity” to “Success”: Using Strategic Communications to Change Policies and Perspectives
Chapter:
(p. 272) From “Dignity” to “Success”: Using Strategic Communications to Change Policies and Perspectives
Author(s):

Ryan Schwartz

and Carolyn Laub

DOI:
10.1093/med:psych/9780199387656.003.0016
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date: 26 October 2020

This chapter chronicles how advocates in California have applied strategic communications research and practice to change policies and build the movement for inclusive and affirming schools. It begins with an exploration of lessons from psychology, neuroscience, and political theory about changing opinions and how those lessons apply to efforts to create schools that are more welcoming for people who are lesbian, gay, bisexual, and transgender. It then shows how advocates put those lessons into practice through campaigns that ensured students in California can go to a school that is free of discrimination and includes positive portrayals of people of diverse sexual orientations and gender identities. While anchored in case studies from the United States, the underlying concepts of how people think, feel, and act—and how advocates can better shape their communications—are universal.

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