Public Will Building

Public will building is a powerful strategy for social change grounded in communication theory. It recognizes the incredible power that people possess to manifest change.

The public will building model we offer was developed organically through practical experience in social change campaigns conducted over decades by Metropolitan Group. Since our founding in 1989, we have been engaged on behalf of movements, nonprofits, governments and foundations to develop and implement campaigns to create lasting changes in individual behavior, social norms, policies and systems. Through our work we have developed and evolved a 3-4-5 framework for public will building—comprised of three gears, four underlying principles and five elements—that has proven effective in establishing platforms for sustainable social change.