Keynote: Power of Narrative to Lead Through Uncertainty, Scrutiny, and Social Change

Session details:

While it is fundamentally about science and health, the national conversation on reproductive freedom has become one of the most charged issues in public life. It's an early example of what's happening to other medicines and healthcare interventions right now.

In such a challenging environment, traditional advocacy may harden opposition. So how can we build narrative change to cut through polarization to expand trust rather than deepen divides?

This session will explore how narrative change can go beyond optimizing messages to encourage dialogue, shape public understanding and build trust in moments of uncertainty.

Joung-ah will share:

• Why persuasion won’t work in polarized environments and what CRR did instead
• Why it’s critical to shift from reactive messaging to narrative evolution
• How to balance advocacy and credibility while maintaining trust across diverse stakeholders
• How to root communications in shared values without diluting moral clarity
• How to sustain team resilience and strategic focus under sustained public and regulatory pressure
• How storytelling is the key to broaden public support across political lines

Julia will share:

• How pharmaceutical and biotech leaders re-framed the narrative of one Supreme Court case
• How partnerships between private and non-profit sector can strengthen outcomes