WRF Announces H.E.A.L. Narrative Lab Initiative

Innovative pilot will help build narrative capacity within six local nonprofits

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LITTLE ROCK, Ark. (August 31, 2022) – The Winthrop Rockefeller Foundation (WRF) today announced the H.E.A.L. Narrative Lab, a $1.08 million capacity-building investment aimed toward helping six nonprofit organizations shift the public conversation about how everyday Arkansans can thrive in the state. Scheduled to launch in the fall of 2022, the H.E.A.L. Narrative Lab will allow participating organizations to build capacity in crafting effective messages and narratives related to their respective missions. Centering the lives and perspectives of everyday Arkansans, the pilot’s “Here to Thrive” campaign will be guided by a group of strategic communications experts specializing in the practice of narrative change.

The H.E.A.L. acronym stands for Humanize, Elevate, Advocate, and Learn. 

Following a process in which potential grantees submitted a narrative readiness survey for consideration, WRF has selected the following organizations to take part in the inaugural H.E.A.L. Narrative Lab:  Arkansas Justice Reform Coalition, Arkansas Public Policy Panel, Arkansas Soul, Oxford American, RootED Northwest Arkansas, and Venceremos. 

“We are excited about this opportunity to bring together six mission-aligned nonprofits for participation in the H.EA.L. Narrative Lab, an initiative whose goal is to shift perceptions, behavior, and policy to reflect a more equitable Arkansas,” said WRF Senior Equity Officer Reverend Shantell Hinton Hill. “To accomplish this, WRF will provide grantees with the support necessary to strengthen their capacity to drive messaging around what it means to thrive in Arkansas.” 

Each grantee will receive an investment of at least $100,000 over two years, a lab partner to provide insight and collaboration to their work, as well as research and communications support from designated WRF partners who will utilize state-specific data and research to advance a vision of Arkansas as an equitable place where all Arkansans have the chance to thrive and prosper. 


The Winthrop Rockefeller Foundation exists to relentlessly pursue economic, educational, social, ethnic, and racial equity for all Arkansans. Established in 1974, the private, nonprofit foundation affirms the legacy of its founder who envisioned a thriving and prosperous Arkansas that benefits all Arkansans.  For more information, visit 

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