Turnkey creative proven to strengthen moderate women’s support of key issues.
Reproductive Freedom
When talking about reproductive freedom, we found messages needed to address complicated feelings about abortion to succeed with moderate women. Our most effective messaging allowed women to put their personal views aside and focus on common ground centered in compassion
, in-group care
, and recognition of the complexity of the issue.
Economy
Rising costs and worrying about how to make ends meet are top concerns with our audience, so we tested multiple messages about the economy, inflation, paid family leave, and the child tax credit to learn what would resonate. This ad worked because it is so relatable, appeals to values of compassion and fairness, and identifies that change is possible—for example, if we elect people who won’t cut that lifeline—without being partisan.
Culture Wars
A large segment of our audience’s civic behavior is motivated by a just world view
and desire to treat everyone the same. They are currently being bombarded with grievance-based messages about transgender youth designed to trigger fear. This ad effectively taps into their values of caring for one another, nostalgia
, equality
, and patriotism
to inoculate against these divisive narratives.
Democracy
It’s imperative that we build trust in our election systems, combat disinformation, and increase our audience’s participation in voting, civic engagement, and pro-democracy behavior. We learned that bringing this to the local level and reminding folks of the trust they have in their community was most effective at interrupting the disinformation narratives that question election results.
Climate
This ad connected to moderate women with its relatability and humor. Messages were most effective at moving our audience on climate when we made it feel approachable and linked to things salient for them, like natural disasters and rising gas prices, or their values around environmentalism 
and being a good steward of the earth for their children and grandchildren.
Healthcare
Our research to deeply understand our audience revealed a theme of frustration with the government and pharmaceutical companies. They value their ability to care for themselves/others and view being healthy as a right, but also value small government, creating a tension to overcome. This meme worked well with moderates (+16pp), our primary audience.
Immigration
This ad applies patriotism to remind women that America is a welcoming place with more than enough to go around. It also taps into equality to remind women that America is the land of opportunity for everyone. This message moved moderate white women to agree that “immigrants make America better for everyone” by 12 percentage points.
Test Your Skills!
Partner Content
Partner organizations have collaborated with us to create new content rooted in our research, messaging, and audience understanding.
The animated series The Littletons is one such example. They use humor—a strategy rooted in neuroscience—to address culture war issues, abortion access, immigration, and democracy.
The One For All Committee also used Galvanize Action’s publicly available research, messaging, and audience insights to develop ads for the Pennsylvania, Wisconsin, and Ohio Senate races leading up to the 2022 midterm elections and the 2023 Wisconsin Supreme Court race.
We believe in scaling our impact by sharing our work! All of our memes, gifs, and ads are available to you, either with the Galvanize Action logo or white label. Creative content in this Playbook, including ads on YouTube, is intended solely for preview and not for redistribution to broader audiences. If you would like to share our ads, please contact partnerships@galvanizeaction.org for access.
Thank you to our creative partners at Gutsy Media and The New Media Firm for their work with us in developing the memes, gifs, and ads featured in this playbook.
