Mapping theories of culture change with Comic Relief’s Pop Culture Fund

We worked with Comic Relief’s Power of Pop Fund to develop a framework to guide strategy and investment in pop culture as a tool for social justice. The framework mapped the role of pop culture in shifting norms, with input from individuals and research in diverse fields including narrative change, media representation, and movement building.

The framework became a foundational tool for the Power of Pop Fund and shaped a clear investment case. The strength of this case and the inspired strategy led to existing funders renewing and an additional $1 million in new funds within the first year. According to Comic Relief, it remains one of the most popular pieces on the fund’s website.