Best Friends National Conference

Stories about pets and people are powerful, but not all stories move us in the right direction. Every day, headlines and social posts shape how we think about issues such as overwhelmed shelters, access to care, cruelty, and “responsible” pet ownership. Too often, these stories focus on individual blame instead of the systems that create the problems in the first place. Sadly, all this negative press fuels our own frustration and burnout, and it builds barriers to community change.

This workshop will reframe stories and messages to spark real understanding and action. We’ll unpack “systems framing” — a way of communicating that highlights the policies, practices, and structures shaping outcomes for pets and people. You’ll discover how this approach can shift public perception, strengthen community partnerships, and help your organization build more equitable, lasting solutions.

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