The Frameworks Institute recently completed a five year survey of default frames used by the public to understand matters of race in America. These dominant frames rise from deeply held American values but they are also reinforced/primed by the limited analytical framework used by the media. The FrameWorks staff thoughtfully suggest ways in which our advocacy can apply reframing principles to move the public towards more equitable policies on race in America. The FrameWorks message brief, Framing Race, summarizes their research on framing and provides practical pointers for facilitating transformative discussions of race in our communities. The full report, The Architecture of a New Racial Discourse, is also worth reading as it provides fascinating insight into the reactions of focus groups held throughout the United States on which frames work and which don’t.