The SPREAD Framework Explained
The Cultural Currents Institute's proprietary SPREAD framework is ideal for testing and refining messages and strategies at the conceptual phase, diagnosing and troubleshooting campaigns that may be struggling after launch, and accelerating efforts that have already found some success. The core concepts of the framework are introduced here. Simple to Remember and Share Plausible to its Intended Audience Relatable to Common Lived Experience Emotional and Evocative Actionable With Clear Steps Duplicable With Low Effort and High Fidelity