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How can we cut through the noise of disinformation and establish a consistent, compelling pro-democracy narrative?

We start by setting clear goals, leading to one simple choice:

 
Team Coup vs. Team You.
 

We then use that framework to tell compelling stories that people want to hear. As we share widely and frequently, our stories help form a new national narrative that celebrates our most cherished, shared values. That’s how We the People win.

The 3 goals of Team YOU messaging

Equip pro-democracy champions.

We give citizens from all walks of life the language and tools to strengthen our democracy—and defeat its authoritarian opponents.

Clarify the high-stakes choice.

It's no longer red versus blue. If you’re anti-democracy, for the few, then you’re Team Coup. If you’re pro-democracy, for the people, you’re Team YOU.

Remobilize the 81 million Americans who voted against hate in 2020.

You have friends and family in that large majority. Remind them their voices matter, and recruit them to Team YOU. Together, we can drive the record turnout we need in 2022—and deal a sound defeat to Team Coup.

We can serve our 3 goals best by building our messages
—every post, every ad, every graphic—
on these five messaging principles:

 

Tell a Simple, Compelling Story 

  • Center the people; make your audience the hero

  • Evoke emotion; paint a picture

  • Focus on outcomes – not policy, procedures, or price tags

Stories have narrative arcs—Follow the “3 Vs”

  • Start from a shared value—something the audience already believes/supports

  • Name the villain blocking or threatening this value, and their motive for doing so

  • Pivot to your specific vision for a better future where the value is upheld

Align Every Message under Your Campaign Concept

  • Frame every message to show what’s at stake: anti-democracy vs. pro-democracy

  • Emphasize the contrast between Team Coup and Team YOU

Tell Your Story, Not Your Opponent’s

  • Focus on what you seek, not on what you oppose

  • Speak from your values—ignore the opposition’s argument

  • No retweeting, replying, or reposting, even to deny or repudiate lies

A line of voters waiting to vote.

Treat Your Message Like a Relay-Race Baton

  • Your message must get passed from person to person without being dropped

  • Choose simple, repeatable words that resonate with voters (not just with us activists)

These principles distill the bounty of messaging knowledge developed by communicators such as Anat Shenker-Osorio, Ian Haney López, George Lakoff, and many others. Learning these principles can be the start of an illuminating, empowering journey, and we encourage you to do so.

 

These messaging principles will help you Amplify Your Impact and Extend Your Reach to help further reshape our national story.