In order to move hearts and minds in a way that shifts attitudes, behavior, and eventually cultural norms, we need to build both cultural presence and cultural and narrative power. Cultural presence is achieved when we successfully launch our narratives into the world, often through a plethora of media stories, pop culture products, and other cultural products that work at scale. Successful culture change strategies leverage cultural and narrative power in favor of our values, narratives, and the central protagonists of our movement: family caregivers, care recipients, and domestic workers.
