From NHSA’s reframing research with the FrameWorks Institute, it is clear that the current way that we as a sector talk about ourselves is problematic. The current frames people access to think about human services works against the messages we use. NHSA is about to move into the second phase of the research to test and explore what new frames can be used. Until then, here are some initial recommendations that you use to start thinking about how to transform the way you speak about yourself to the public. Many of these new frames use time-tested American values to associate messaging with strongly-held, cultural beliefs.