The chapter explores the intriguing world of framing, demonstrating how societal perceptions of individuals and groups can be dramatically altered through the strategic application of narrative techniques. This chapter delves into the nuanced process by which certain entities are morally repainted, transforming perceived ‘sinners’ into ‘saints’ and vice versa, effectively reshaping public opinion. It sheds light on the psychological underpinnings and societal mechanisms that make these shifts possible, such as our inherent in-group biases and the persuasive power of media narratives. Through a series of compelling case studies, the chapter reveals the dual nature of framing: its ability to redeem the tarnished images of some while casting shadows on the reputations of others. This analysis raises important questions about the ethical boundaries of such practices, highlighting the thin line between legitimate persuasion and manipulative propaganda. By the end of the chapter, readers are encouraged to critically assess the framing narratives encountered in daily life, recognizing the complexity and ethical considerations inherent in categorizing individuals or groups as morally ‘good’ or ‘bad.’ The chapter serves as a call to be more mindful of the framing effects that shape our perceptions and judgments, urging a balanced and informed approach to understanding the moral landscapes we navigate