Messaging the moment
Messaging the Moment is designed to help advocates, activists and anyone seeking to move personal, institutional and society-wide conversations on racism so that we can get on and build futures that are both anti-racist and lift us all.
How to challenge the far-right and leave the door open to those seduced by their rhetoric
A Reframing Race messaging guide
Far-right figures use language to divide us from one another and try to make racism and xenophobia normal. And they are having some success.
But things can be very different. Proven framing principles, show us how to grow public interest in and demand for futures beyond racism – ones where we can all live well. COMING SOON, Reframing Race will be producing a series called Messaging the Moment. This will support changing course in our collective conversation on ‘race’ and migration towards futures that lift us all.
NOW, given the upcoming Unite the Kingdom rally on 16 May 2026, this messaging guide considers how to talk about far-right agitators and people who are drawn into their orbit.
Tip 1 – Acknowledge the appeal of far-right rhetoric
Far-right talking points are seductive, scapegoating and harmful. Their appeal lies in offering simplicity in complex times. They promise relief around the corner for people who feel under pressure.
Tip 2 – Name shared problems and those who benefit
Describe the widespread struggle people face, show how far-right organisers exploit that pain and sweep people into their orbit. Shift emphasis to the few that gain power and wealth at the expense of us, the multi-ethnic many.
Tip 3 – Make solutions feel real for all. WARNING: A WORK IN PROGRESS
Put the emphasis on what all people need to live well. Describe solutions in sensory and concrete ways (good jobs, affordable homes, public services that work, thriving high streets) and show how co-operation, not division, delivers them.
NB: Just now, in fractious times, it is hard to land this point. Don’t expect to change minds straight away. But, over time, we can help people to move beyond easy answers, consider deeper causes of problems and where responsibility and solutions really lie.
Tip 4 – Show that anti-racism can lift us all
The far-right argue that supporting Black or brown people harms white people. This is wrong. Five X More campaigns to eliminate excess deaths for Black mums by ending racism in maternal health. Their answer is high quality, respectful maternal care that listens to each and every woman. As the campaign says: ‘Fix it for Black women, fix it for all.’
Tip 5 – Leave the door open for people to (re)join our cause
Avoid language that paints all those drawn to the far-right as racist or hateful. We can say “yes”’ to people’s pain but “no” to prescriptions dividing us along ethnic or migration lines. Our research shows that the general public can be drawn to big anti-racist ideas and sentiments and life-affirming efforts that lift the multi-ethnic many.
Example talking points
On those stoking division
“The organisers of the Unite the Kingdom rally are using fear and division to push their own racism and cause widespread division. They are trying to turn people against each other instead of addressing the real problems affecting the many in a society set up for the powerful few.”
On widespread pain
“Many in our multi-ethnic population are facing real hardship: – rising costs, insecure work, and a sense that no one is listening. This includes some people going to the Unite the Kingdom rally. We deserve actions that make life affordable, give us decent homes and strong public services – things that actually improve all of our lives.”
On where real responsibility lies
“The real problem isn’t our neighbours or people seeking safety. The problem is that money doesn’t get to where it’s needed and public services and institutions leave too many people struggling while a few accumulate wealth and power.”
On coming together
“Most of us want the same things: to feel free, confident and hopeful; to know that we have what we need to live well: – decent jobs, affordable homes, strong public services. We get there by supporting each other, not by knocking each other down.”