PHRASES Frame Elements

A “frame element” is a communications device that alters the presentation (but not the content) of a message—like a metaphor that helps clarify a concept, a cultural value or shared principle that signals broad relevance, or a particular tone that the messenger adopts. Every communication involves many different frame elements—though they aren’t always chosen strategically. The Foundation of Community Health, GPS Navigation, and Value of Investment frame elements were designed specifically to close critical gaps in understanding between public health experts and professionals in other sectors. They were also tested in multiple settings and shown to be extremely effective. Below is a sneak peak of each element.