Message Guide: Framing Sexual and Reproductive Health

This message guide is for anyone seeking to shift public understanding and comfort with sexual and reproductive health (SRH) at the community level.

In particular, we designed this guide for health promotion practitioners and communications staff working in gender equity or women's health, and broader health departments and services working at local, state and national levels. The insights and recommendations presented in this guide are based on extensive nationwide message research conducted by Common Cause Australia in 2024 and 2025, on behalf of Women’s Health In the North (WHIN) and the Victorian Women's Health Services Network. The goal of this work is to help you create communications that encourage open, respectful conversations about SRH and promote greater comfort and confidence in seeking services and support when needed. This guide takes a broad view of sexual and reproductive health, rather than focusing on any one topic such as abortion, consent, or sexually transmissible infections (STIs). A variety of SRH examples were included throughout the testing process, and we’ve listed additional resources on specific topics at the end of this guide.