Communication and Awareness

Rationale

The success of social innovation does not rest solely on policies or pilots — it depends on how people understand, support, and participate in change. Yet today, many citizens and even public oﬃcials remain unaware of what social innovation is, how it functions, and why it matters. In some countries, the concept is seen as niche or elitist; in others, it is misunderstood or diluted. This objective focuses on building a shared narrative that is clear, compelling, and inclusive, making social innovation visible, valued, and vibrant in the public sphere.

Key Insights

Low public awareness

Low public awareness is a barrier to adoption and political traction.

Confusion around terminology

There is widespread confusion around terminology, especially between “social innovation,” “social economy,” and “development.”

Citizen-facing narratives support

Countries requested support in creating citizen-facing narratives and tools for awareness-raising.

Real stories and human impact

Participants stressed the importance of elevating real stories and human impact, rather than technical definitions.

Embedded communications

Communications strategies need to be embedded from the outset — not treated as an afterthought to policy.

Proposed Actions

1. Develop National and Regional Communication Toolkits

These toolkits will provide templates and guides for governments, NGOs, and media to communicate clearly about social innovation. Toolkits will include:

Key messages tailored to diﬀerent audiences;
Branding and storytelling guidance;
Translation of policy language into citizen-friendly formats;
Templates for public consultations, campaigns, and school curricula.

2. Launch the “Faces of Social Innovation” Campaign

This global campaign will:

Profile real people driving change — from teachers and farmers to mayors and youth activists;
Be localized by country or region, co-created with local partners;
Use photography, video, and digital storytelling formats;
Be distributed via social media, traditional media, and partner networks.

3. Support Government Communication Strategies

GCSI will oﬀer strategic communication support to ministries and public agencies through:

Webinars and workshops on message framing and media engagement;
Embedded communications fellows in selected countries;
Guidance on integrating storytelling into oﬃcial reports and speeches.

4. Convene a Narrative Working Group

This cross-sectoral group will:

Advise on inclusive language and frame alignment;
Review and refine the global definition of social innovation.
Publish narrative guidelines that reflect shared values, local diversity, and SDG alignment.

5. Launch Social Innovation Week

Create a concept designed to gain (inter)national recognition of Social Innovation;

Expected Outcomes

Communication toolkits deployed and adapted in at least 10 countries by Year 2.

The “Faces of Social Innovation” campaign globally across digital and traditional platforms.

5–10 countries integrate public-facing narratives into national strategies or education systems.

Clearer and more consistent language across GCSI documentation and member country materials.

Stronger public support, media visibility, and institutional commitment to social innovation.

Summary

Social innovation is only as powerful as the stories we tell about it. Through this objective, GCSI aims to transform the narrative, making innovation human, relatable, and collective. By lifting up lived experiences and connecting values to outcomes, we will make social innovation not just understandable but unstoppable.

Objective 5: Communication and Awareness