Strategic Framework for Advancing Social Inclusion and Sustainable Development Goals

Introduction: A Historical Case Study in Social Advocacy

A strategic communication framework, originally outlined in the late 1980s by Michael Kirk and Hunter Madsen, provides a historical case study on influencing public perception to advance social change. Initially detailed in their 1989 book, After the Ball: How America Will Conquer Its Fear and Hatred of Gays in the 90s, the plan’s components can be analyzed through the lens of the United Nations Sustainable Development Goals (SDGs), particularly those focused on equality, justice, and well-being.

A Seven-Point Strategy for Aligning with Key SDGs

The following seven-point strategy illustrates a methodology for fostering a more inclusive society, directly contributing to the achievement of several SDGs.

1. Strategy 1: Increase Visibility and Public Discourse

   The initial step involves making the subject of social inequality a frequent and open topic of public conversation. This approach aims to normalize the discussion and build an impression of broad public engagement.

   • SDG 10 (Reduced Inequalities): By increasing the visibility of marginalized groups, this strategy works to dismantle stigma and integrate their concerns into mainstream public consciousness.
   • SDG 16 (Peace, Justice and Strong Institutions): Open and constant dialogue is fundamental to building inclusive societies where diverse perspectives are heard and valued, reducing the potential for conflict arising from ignorance or alienation.

2. Strategy 2: Frame Marginalized Groups as Victims of Systemic Barriers

   This tactic focuses on portraying individuals not as aggressors, but as victims of societal prejudice and adverse circumstances. The goal is to elicit empathy and a sense of responsibility from the wider public.

   • SDG 3 (Good Health and Well-being): Highlighting the negative health outcomes, such as depression and stress, caused by discrimination directly addresses the need to ensure well-being for all.
   • SDG 5 (Gender Equality): This approach exposes the systemic nature of discrimination, a key step in advocating for the protections and rights necessary to achieve gender and identity equality.

3. Strategy 3: Promote Public Desensitization

   The objective here is to reduce the public’s emotionally charged reactions to the topic, fostering an attitude of indifference or casual acceptance rather than hostility.

   • SDG 16 (Peace, Justice and Strong Institutions): Lowering societal tension and emotional reactivity contributes to a more peaceful and stable society, where policy can be discussed rationally.
   • SDG 10 (Reduced Inequalities): When a group’s identity is no longer a source of intense public debate, it becomes easier to address the material and legal inequalities they face.

4. Strategy 4: Mainstream Representation and Marginalize Stereotypes

   This strategy advocates for the prominent use of conventional, relatable imagery and spokespeople, while avoiding stereotypical representations that may alienate the mainstream public.

   • SDG 10 (Reduced Inequalities): Presenting marginalized individuals as ordinary members of society (e.g., professionals, parents, neighbors) breaks down harmful stereotypes and builds bridges of commonality.
   • SDG 5 (Gender Equality): By showcasing a diverse range of individuals, this tactic challenges monolithic and often negative portrayals, promoting a more nuanced and accurate understanding of the community.

5. Strategy 5: Promote the Narrative of Innate Identity

   This involves arguing that identity is an inherent, unchangeable characteristic. This framing is crucial for positioning equality as a fundamental human right.

   • SDG 10 (Reduced Inequalities): By equating sexual orientation with other non-chosen characteristics like race or ethnicity, this narrative strengthens the legal and moral argument for non-discrimination and equal protection under the law.

6. Strategy 6: Engage and Reshape Moral and Institutional Narratives

   This step focuses on “muddying the moral waters” by highlighting support from moderate mainstream institutions, such as churches, and challenging conservative interpretations that perpetuate prejudice.

   • SDG 16 (Peace, Justice and Strong Institutions): This strategy seeks to reform institutions from within, making them more just and inclusive. It encourages a re-evaluation of doctrines that conflict with human rights principles.
   • SDG 17 (Partnerships for the Goals): Building alliances with moderate factions within traditionally oppositional institutions is a prime example of creating partnerships to achieve sustainable development objectives.

7. Strategy 7: Discredit Vocal Opposition

   The final strategy is to portray opponents of equality in a negative light, associating them with extremism and bigotry to encourage the general public to dissociate from such views.

   • SDG 16 (Peace, Justice and Strong Institutions): This tactic aims to establish social norms where intolerance and hate speech are unacceptable, thereby strengthening the foundation of a peaceful and inclusive society. It isolates extremist views that undermine social cohesion.

Analysis of Sustainable Development Goals in the Article

1. SDGs Addressed or Connected to the Issues

   The article discusses a strategic plan aimed at changing public perception and achieving social acceptance for gay people in America. This campaign to overcome “fear and hatred” and achieve a “moral and cultural revolution” directly connects to the following Sustainable Development Goals (SDGs):

   • SDG 10: Reduced Inequalities

     This goal aims to reduce inequality within countries. The article’s central theme is a campaign to alter societal norms and reduce the social marginalization of gay people. The plan described is a direct attempt to address the inequality and discrimination faced by this group, aiming to “conquer its fear and hatred of gays.”

   • SDG 16: Peace, Justice and Strong Institutions

     This goal focuses on promoting peaceful and inclusive societies. The article details a strategy to achieve social change and inclusion for a specific community. Step 2, “Portray gays as victims,” and Step 7, “Make opponents look bad,” are tactics designed to shift public sentiment and build a more inclusive society for gay people, which is a core component of SDG 16.

2. Specific Targets Identified

   Based on the article’s content, the following specific targets can be identified:

   • Target 10.2: Empower and promote the social inclusion of all

     The entire 7-step plan outlined in the article serves as a blueprint for achieving the social inclusion of gay people. Steps like “Talk about gays and gayness as loudly and often as possible” (Step 1) and “Desensitize the public” (Step 3) are explicit strategies to normalize homosexuality and integrate gay people into the societal mainstream, thereby promoting their social inclusion.

   • Target 10.3: Ensure equal opportunity and reduce inequalities of outcome

     The plan aims to eliminate discriminatory attitudes by “muddying the moral waters” (Step 6) and challenging conservative teachings. By seeking to make homosexuality viewed with “indifference instead of with keen emotion,” the strategy works to dismantle the social and moral barriers that lead to discriminatory practices and unequal opportunities.

   • Target 16.b: Promote and enforce non-discriminatory laws and policies

     While the article focuses on changing culture rather than laws, this cultural shift is a necessary precursor to policy change. The plan’s success, described as a “decisive moral and cultural revolution,” creates the social environment required to promote and enforce non-discriminatory policies. The strategy to make “anti-gays look so nasty that average Americans will want to dissociate themselves” (Step 7) is a direct attempt to weaken political and social opposition to non-discrimination.

3. Indicators Mentioned or Implied

   The article does not cite official UN indicators, but it implies ways to measure progress that align with the concepts behind them:

   • Implied Indicator for Target 10.2: Change in Public Perception and Discourse

     The article implies that a key measure of success is the change in public discourse. Step 1 aims to make “the subject seem less furtive, alien, and sinful.” Progress could be measured by analyzing the frequency and tone of conversations about homosexuality in media and public forums, tracking the shift from “keen emotion” to “indifference” as mentioned in Step 3. This relates to the spirit of official indicators that measure perceptions of inclusion.

   • Implied Indicator for Targets 10.3 and 16.b: Perceptions of Discrimination

     The article’s focus on portraying gay people as “victims” (Step 2) and opponents as “ranting homophobes” (Step 7) directly engages with the public’s perception of discrimination. An implied indicator of the plan’s success would be a decrease in the public’s tolerance for homophobic rhetoric and an increase in empathy for those who experience discrimination. This aligns with Indicator 16.b.1, which measures the “proportion of population reporting having personally felt discriminated against or harassed.” The plan’s goal is to alter the social climate that allows for such discrimination.

4. Table of SDGs, Targets, and Indicators

   SDGs	Targets	Indicators (as implied in the article)
   SDG 10: Reduced Inequalities	10.2: Empower and promote the social inclusion of all. 10.3: Ensure equal opportunity and reduce inequalities of outcome.	The article implies measuring progress through shifts in public perception. The plan’s goal to “desensitize the American public” and make homosexuality seem “less furtive, alien, and sinful” serves as a qualitative indicator of increased social inclusion and reduced inequality of outcome.
   SDG 16: Peace, Justice and Strong Institutions	16.b: Promote and enforce non-discriminatory laws and policies for sustainable development.	The article implies an indicator related to public perception of discrimination (aligning with Indicator 16.b.1). The strategy to “make the anti-gays look so nasty” and portray gays as “victims” is designed to reduce societal acceptance of discrimination, which is a precursor to establishing and enforcing non-discriminatory policies.

Source: thegospelcoalition.org