The Talking about Poverty (TaP) project, which ran from 2016 to 2021, aimed to develop a more effective way of communicating about UK poverty through ‘framing’ – an evidence-based communications strategy. For this project, the Joseph Rowntree Foundation (JRF) worked with the FrameWorks Institute, which is a not-for-profit communications research organisation based in the United States. In 2021, a sister organisation, FrameWorks UK, was established in the United Kingdom (UK), which focuses on supporting mission-driven organisations to apply strategic communications research in practice. The TaP project set out to understand the public’s attitudes to poverty in the UK and used insight from research with 20,000 people (Volmert et al, 2016) to develop ways to talk about poverty in a more effective way. To challenge the unhelpful narratives identified in the research, the project developed an evidence-based communications strategy (‘poverty framing’) to increase the public’s understanding of UK poverty and provide support for measures to address it