Moving a Message to Action: Message as Conversation

What do we want to achieve? Our Aim This answer represents our interest and our solution to our problem . ? 1

This answer represents

our interest and

our solution to

our problem .

Who are we talking to? What do they most care about? What do they think is or is not working? What is the common ground we can both agree on – what message can we both share? Who is our audience? ? Audience 2

Who are we talking to?

What do they most care about?

What do they think is or is not working?

What is the common ground we can both agree on – what message can we both share?

A Problem/Threat A Solution An Opportunity and an Action Moving a message to action Core Message

How would the person answer: The problem is …? The problem with our immigration system is…? The problem with our health care system is…? What is the common problem that needs solving? The Problem Wellstone Action 3

How would the person answer: The problem is …?

The problem with our immigration system is…?

The problem with our health care system is…?

Wellstone Action Our Solution – Our Choice What is our solution – our choice? How does it connect with the audience? How will it solve the problems of our audience? Is our solution credible? 4

How does it connect with the audience?

How will it solve the problems of our audience?

Is our solution credible?

What do you want the listener to do? Does our ask credibly help resolve the problem we agreed on? What is our ask? Our Ask Wellstone Action 5

What do you want the listener to do?

Does our ask credibly help resolve the problem we agreed on?

A Problem/Threat A Solution An Opportunity and an Action Moving a message to action Core Message

System isn’t working for workers, retirees or employers. We need a system based on “We’re In This Together.” It must guarantee quality, affordable health care for all Americans We need affordable health care that we can all count on. Health Care Message But the problem is too big to solve with each of us on our own. New President and Congress provides a chance for change Can we count on you to join us in contacting your Member of Congress to demand this real change on health care? Government should guarantee coverage and set and enforce the rules for health insurance plans System should control costs and improve quality Problem Solution Core Message Action Greedy insurance companies put profits before people Costs are skyrocketing and increasingly unaffordable to employers Employers shift costs and risk to workers Wage increases are shrinking to pay for higher health care costs

It must guarantee quality, affordable health care for all Americans

Government should guarantee coverage and set and enforce the rules for health insurance plans

System should control costs and improve quality

Greedy insurance companies put profits before people

Costs are skyrocketing and increasingly unaffordable to employers

Employers shift costs and risk to workers

Wage increases are shrinking to pay for higher health care costs

Successful grassroots campaign message: People feel that their interests and values are reflected in the campaign and tied with its success, and they take action based on that belief!

Now let’s try moving people to action!