Our democracy itself is under attack with the rapid spread of disinformation undermining confidence in elections, voter suppression, and a violent insurrection following our last presidential election. We have a unique opportunity to prevent a further slide toward authoritarianism by connecting with moderate women, meeting them at their values, and supporting them to engage in pro-democracy behavior.
Messaging Insights
Tips to consider when messaging to this audience:
- Help voters see our elections as fair and safe. Bring things to the local level, building trust within one’s community. Remind folks that they know their neighbors and the people just like them who are working to ensure every vote is counted. This provides a tangible antidote to the national conversation and disinformation about voter fraud.
- Moderate voters desire more unity and often long for a “better time” when things felt more stable and in control. Offer hope for that in the future and make them the hero of the message to build up their political self-efficacy
. - Avoid triggering fear or feelings of hopelessness. Instead, inspire a belief in positive change by using words and imagery that tap into values of in-group care
, security
, fairness, responsibility, and patriotism
.
Additional message testing conducted in 2023 found the most effective messages to inoculate against authoritarianism and strengthen support for democracy used the following strategies:
- Highlight tangible solutions to problems and examples of people experiencing some type of benefit from government action. First person stories are particularly effective.
- Talk about individuals making meaningful change alongside their local governments.
- Emphasize freedom as a reason to support democracy.
- Use examples of effective government action that is not typically top of mind as the role of government, like transit or community spaces (e.g., speed bumps, cleaning up a dangerous construction site) that benefit everyone and build a sense of linked fate.
- Be careful about being too optimistic about the government and coming across as disingenuous.
Turnkey Creative
Why it works
Hopeful message that speaks to a desire for positive change.