"It's Hard to Wrap Your Head Around"

FrameWorks Institute

This report presents descriptive research that lays the groundwork for efforts to reframe child maltreatment in the province of Alberta. This research, conducted by the FrameWorks Institute in partnership with the Alberta Family Wellness Initiative and sponsored by the Palix Foundation, analyzes and compares expert and public views of child maltreatment, with a particular focus on child sexual abuse. In “mapping the gaps” between expert and public perspectives, the report lays out the key communication challenges for strategic reframing efforts. Future communications research will address these challenges by developing and testing framing strategies to enhance public understanding and boost support for effective ways of addressing child maltreatment generally, and child sexual abuse specifically.

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