Other Values

While the foundational values identified by Haidt offer a convenient broad frame, there are of course many more values that a campaign can focus on. Schwartz provides a much more detailed mapping of values. Let’s explore some here.

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Family Values

Family values are essential across many context. See how these videos from the United Nations’ great FREE AND EQUAL  campaign make this value resonate to move people towards empathy with LGBT people.

Another great illustration again by the Free and Equal campaign


This value is very related to Family Values but is very seldom used to support sexual and gender diversities, which are often portrayed as conflicting with Tradition. This makes this value all the more important to win hearts and minds of more conservative audiences, and not let the value of Tradition being hijacked by our opponents

Share your thoughts! Do you have any other example of a campaign that focused on specific VALUES?

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