![]() In the case of issues like the death penalty, with its heavy symbolic and racialized associations, change happens incrementally, and patience and persistence on the part of advocates are critical. This case study highlights the importance of several factors necessary in bringing about narrative shift. Key players used a combination of tactics, including coalition building-which brought together litigators and grassroots organizers-protests and conferences, data collection, storage, and dissemination, original research followed by strategic media placements, and original public opinion research. Later, new and influential voices joined who were directly impacted by the death penalty, including family members of murder victims and death row exonerees. In its early days, the abolition movement was composed of civil liberties and civil rights organizations, death penalty litigators, academics, and religious groups and individuals. ![]() It tells the story of how a small, under-resourced group of death penalty abolitionists came together and developed a communications strategy designed to raise doubts in people’s minds about the system’s fairness that would cause them to reconsider their views. ![]() ![]() In this case study, The Opportunity Agenda explores a narrative shift that transpired over a period of almost 50 years-from 1972, a time when the death penalty was widely supported by the American public, to the present, a time of growing concern about its application and a significant drop in support. ![]()
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