Tackling stigma and shame through values-based communication, this new evidence-based guide aims to support health promotion practitioners, educators and communications professionals to reframe conversations around sexual and reproductive health (SRH).
Developed by the Victorian Women’s Health Services Network (WHSN) with leaders in values-based messaging Common Cause Australia, Framing Sexual and Reproductive Health will launch during a live webinar on Wednesday 4 June, 2025. This guide offers practical strategies for developing messages that align with deeply held community values – making them more persuasive, inclusive and effective.
This guide is the result of extensive research, including a national discourse analysis, surveys, focus groups, and message testing. Framing Sexual and Reproductive Health responds to a critical gap: how we talk about SRH matters as much as what we say.
This initiative builds on a growing movement to transform health messaging; to identify the underlying perspectives that make people more open to conversations about SRH and more likely to feel safe seeking care when they need it. Just as importantly, the research uncovered the frames that shut people down: messages that evoke discomfort, fear, shame or judgement.
“We know that stigma and shame can create barriers to care. When we speak about SRH openly, and in a way that reduces stigma, we make it easier for people to seek support," said WHSN Chair, Dr Adele Murdolo.
“This guide is a practical tool – it helps us communicate in ways that are strengths-based, and aligned with the values that move people to care about the issue and to act.”
The guide emphasises positive framing as a tool to encourage open, respectful conversations about SRH and to promote greater comfort and confidence in seeking services and support when needed. It also includes messaging dos and don’ts, framing tips, and real-world examples to support sector-wide consistency and impact.
Launch Webinar Details:
- Date: June 4, 2025
- Time: 1:00pm – 2:30pm AEST
- Location: Online via Zoom
- Registration link: https://events.humanitix.com/webinar-launch-framing-sexual-and-reproductive-health
The launch event will feature insights from Common Cause Australia and health promotion practitioners, as well as a live Q&A session.
Change begins with language – and this guide is a tool to help drive that change.
About us:
The Women's Health Services Network has been a driving force progressing and shaping Victoria’s women’s health and equality space for four decades. While our services were established and funded independently of one another, collaboration has been a strong part of our history. Today, the 12 women’s health services funded through the state government’s Victorian Women’s Health Program operate under the title the ‘Victorian Women’s Health Services Network’. This enables us to work as a coordinated, mutually-reinforcing statewide network comprising both place-based and specialist services.
Contact details:
Media contact:
Amanda Kelly, Co-Deputy Chair Women’s Health Service Network
Phone: 0418856345
Email: [email protected]
