This guide is designed to support change agents working within their institutions to promote and implement effective responses to gender-based violence. Whetheryou are delivering a training session, preparing for a policy dialogue, drafting a strategy or engaging in informal advocacy, this resource equips you to navigatechallenging conversations with clarity, confidence and purpose. The guide draws on the principles of strategic framing and helps change agents: understand and anticipate resistance; respond with evidence-based, values-aligned messagin; frame gender-based violence as a central issue of institutional performance and care; align your messaging with stakeholder priorities and institutional goals. The content draws on lessons from the GenderSAFE project, the UniSAFE toolkit, and participatory workshops across Europe, integrating approaches from gender equality trainers and professionals, institutional practitioners and researchers. It includes both reframed common arguments and insights into the complexity of communicating about gender-based violence in higher education and research institutions.