About the Initiative
To effectively advance democracy and counter authoritarianism, we need a better narrative. Powerful narratives that delegitimize democratic norms — and intentionally seek to increase polarization — are an increasingly global trend. Across the globe and in the U.S. they undermine belief in democratic institutions, civic life, social cohesion, and the fundamental freedoms that are the promise of democracy. The Pro-Democracy Narrative Playbook is a collaborative initiative that helps a broad coalition of organizations, associations, leaders, and communities advance an effective narrative to increase support for democratic principles. We provide free access to research, evidence-based narrative and messaging frameworks, training and technical assistance. We learn from the field to refine and share resources and tools.
Narratives are critical, because they shape social norms and community expectations.
They are the meta-stories through which people make sense of the world around them, process information, and make decisions about what to do or not do. Narratives can either inoculate against or create a fertile environment for mis/dis/malinformation. Narrative can be one of the most important tools that change agents have in advancing democracy and countering authoritarianism.
Learn about the structure of narratives in the graphic below or click here to access the full narrative model.
The Pro-Democracy Narrative Playbook is for anyone, anywhere, who cares about protecting, promoting, or strengthening the principles, norms, and institutions that advance freedom and democracy.
We believe it will have particular value to the leadership, communication, policy, program, and community engagement staff and volunteers of nonprofits, foundations, state and local governments, and private sector organizations across issue areas (such as environment, education, religious liberty, economic opportunity, civil rights, public health, equal justice, arts, and more).
Since 2022, the Pro-Democracy Narrative Playbook partners have worked on projects domestically and internationally on behalf of public agencies, nonprofits, and foundations that work directly on promoting democracy.
Through our work in the U.S. and 11 countries across Latin America, Central Europe, East Africa, West Africa, North Africa, and East Asia, we have developed pro-democracy narratives and message frameworks that are grounded in a methodology that uses narrative analysis, assessment, development and testing, implementation and iteration, and monitoring and evaluation. For a complete overview of MG’s research, visit the Research and Resources page.
- A literature review of approximately 800 bibliographic sources
- Approximately 140 key informant interviews
- A robust scan and analysis of over 1,000 search terms used on the most popular social media platforms to scan and analyze over one million messages and posts
- Review of nearly 5,000 articles and posts from more than 80 media outlets
- Consultation of over 25 national and international indices that track democratic institutions, rule of law, press freedom, and corruption
- Review of approximately 27 national, regional, and international surveys on elections, democracy and democratic values, national issue priorities, social norms, and closely held values
- Political discourse analysis of speeches and social media posts from almost 60 key figures, including politicians, government officials, opposition leaders, and presidents
- A total of 34 focus groups, including six in the United States
- An online survey (n=2,021) conducted in July 2025 in the United States with a sample drawn from a large multi-million volunteer research panel (Dynata). The sample was constructed and weighted to represent the most recent United States Census in terms of gender identity, race/ethnicity, age, education, and geography. The sample was also weighted to match Gallup’s Q2 2025 tracking survey of party affiliation, which identified the following: Republicans 28%; Democrats 27%; and independents 45%
The Pro-Democracy Narrative Playbook supports cohorts working on a variety of issues and supporting democratic values to apply and customize the pro-democracy narrative. Cohorts include:
Arts, Culture, and Creative Expression
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Civil Rights
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Environmental Justice
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Faith
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Higher Education
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Public Health
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State and Local Governance
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Pro-Democracy Narrative Playbook Partners
We are thankful to the many partner organizations helping research, develop, test, and disseminate the Pro-Democracy Narrative Playbook.
Coordinating Partner
Core Partners
Supporters
Dissemination Partners
