This guide aims to equip campaigners and communicators to change hearts and minds on equality.

According to the guide, public attitudes are easier to influence if we understand what people really think and feel about an issue and why, and communicate by connecting with deeply held values, relating progressive causes to the things we care about most.

The guide applies a strategic communications approach to the challenge of showing inequality as structural – deeply embedded in our society and institutions, rather than the responsibility of individuals.

It aims to shift thinking away from the belief that anyone can be a successful ‘self-made person’, and towards a recognition that there are still major structural barriers to equality. It is based on a six-month, qualitative and quantitative research project by ComRes for Equally Ours, which itself builds upon previous research for Equally Ours by YouGov.