Creating an Aspirational Message

Uploaded on


  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On Slideshare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide
  • Page 90Aspirations and Values. The highest level on which you can appeal to people is the “aspirational” level – the level at which they see their own values and hopes reflected in the campaign. People are most motivated to vote for and support candidates who they see as representing their own hopes and values…and leading the community in the direction they themselves hope to go. Your campaign narrative will need to engage people at an aspirational level to motivate the public to turn out and get involved Social and emotional. Supporting a candidate or taking any action for a campaign is a fundamentally social act. When volunteers and voters consider a candidate – much less fork over their precious time or money– they want to know about the people involved. That is usually true even if they don’t directly ask about the social components of a campaign. People look at the personal qualities of the candidate, as well as the people who support the candidate. Voters need to see themselves reflected in the people behind the campaign. Volunteers are also looking for a meaningful social experience – spending time with people who share their values and interests. This means making your campaign a fun, enthusiastic place to volunteer. Contrast. Elections are about choices. You obviously need to draw a clear contrast with your opponent. But the comparative aspect of the campaign should go beyond positions on the issues. Your candidate’s bio, the message about your campaign – even the look and feel of your website, ads and events – should set you apart from others. Issues & Policy. People do need to know where the candidate stands on key issues – and the candidate’s positions can also tell people something about his or her values and beliefs. Beyond that, however, people don’t need to know every detail of the candidate’s policies and programs. Too many campaigns get bogged down in trying to interest voters and the media in policy. It’s definitely part of the picture – and can occasionally be crucial when an event or crisis focuses public attention on the candidate’s response. Yet for motivating people, remember that this is the very bottom of the hierarchy.
  • Capture these ideas in a sentence…
  • Page 93
  • Page 93
  • Capture these ideas in a sentence…


  • 1. Creating an Aspirational Message Based on the work of Doug Hattaway Hattaway Communications
  • 2. Let’s get started … of Aspirational Messaging
  • 3. The Four Pillars
  • 4. Constructing Your Campaign Narrative Using Aspirational Messaging Values I am running for office because I believe/This organization because we believe … Issues & What do your voters hope for the most? Obstacles What stands in the way of voters achieving their goals? Vision How will things be different for your constituents if you win? What was an important life decision or event that demonstrates Bio the candidate’s or campaign’s values?Campaign & What kind of people support your campaign?Supporters Contrast What sets your candidate or campaign apart from your opponent?Call to Action What do you want people to do?
  • 5. Let’s take a look at some examples …
  • 6. Electoral
  • 7. Obama’s NarrativeIt is that promise that has always set this country apart - that through hard Values. These are aspirational values – self-work and sacrifice, each of us can pursue our individual dreams but still fulfillment through personal initiative, mutualcome together as one American family, to ensure that the next generation responsibility and opportunity.can pursue their dreams as well.Tonight, more Americans are out of work and more are working harder for Issues & Obstacles. This shows economicless. More of you have lost your homes and even more are watching your issues as obstacles to opportunity and self-home values plummet. More of you have cars you cant afford to drive, credit fulfillment.card bills you cant afford to pay, and tuition thats beyond your reach.Ours is a promise that says government cannot solve all our problems, butwhat it should do is that which we cannot do for ourselves - protect us fromharm and provide every child a decent education; keep our water clean and Vision. This paints a vision of the kind ofour toys safe; invest in new schools and new roads and new science and government he will deliver to help everyone achieve their It should ensure opportunity not just for those with the mostmoney and influence, but for every American whos willing to work.Four years ago, I stood before you and told you my story - of the brief union Bio. This describes emphasizes hisbetween a young man from Kenya and a young woman from Kansas who background as emblematic of America. It alsowerent well-off or well-known, but shared a belief that in America, their son echoes the values and goals in the narrative.could achieve whatever he put his mind to.
  • 8. Obama’s NarrativeYou have enriched my life, you have moved me again and again. You haveinspired me. Sometimes when I have been down you have lifted me up. You Campaign & Supporters. This creates an emotional connect between the candidate andfilled me with new hope for our future and you have reminded me about supporters.what makes America so special.We meet at one of those defining moments - a moment when our nation is at Issues. These were the top issues on voters’ minds, given the wars and economicwar, our economy is in turmoil, and the American promise has been downturn.threatened once more.Its not because John McCain doesnt care. Its because John McCain doesntget it. Why else would he define middle-class as someone making under five Contrast. This uses issues to tell a storymillion dollars a year? How else could he propose hundreds of billions in tax about John McCain’s values and social set – he’s out of touch with real people and theirbreaks for big corporations and oil companies but not one penny of tax relief more than one hundred million Americans?We can do this. It will not be easy. It will require struggle and sacrifice. Therewill setbacks and we will make mistakes. And that is why we need all the help Call to Action. This makes the campaign awe can get. So tonight I want to speak directly to all those Americans who meaningful experience for those who get involved, emphasizes the core appeal of thehave yet to join this movement but still hunger for change - we need you. We campaign (change), and ends on a positiveneed you to stand with us, and work with us, and help us prove that together, note.ordinary people can still do extraordinary things.
  • 9. Civic Engagement
  • 10.’s NarrativeOur theory of change is simple: if an international grassroots movement holds our Values. This is a statement of core beliefs thatleaders accountable to the latest climate science, we can start the global explains why the organization exists and whattransformation we so desperately need. it hopes to achieve.. This should also reflect the values of voters.350 parts per million is what many scientists, climate experts, and progressivenational governments are now saying is the safe upper limit for CO2 in ouratmosphere. Accelerating arctic warming and other early climate impacts have Issues & Obstacles. This describes theled scientists to conclude that we are already above the safe zone at our current problems that stand in the way of people’s hopes and values. It should reflect top390ppm, and that unless we are able to rapidly return to below 350 ppm this concerns on voters’ minds.century, we risk reaching tipping points and irreversible impacts such as themelting of the Greenland ice sheet and major methane releases from increasedpermafrost melt.What is 350?350ppm is the number humanity needs to get below as soon aspossible to avoid runaway climate change. To get there, we need a different kind Vision. This is the campaign’s vision andof PPM-a "people powered movement" that is made of people like you in every goals for what they will achieve if successful.corner of the planet. It should be ambitious and was founded by U.S. author Bill McKibben, who wrote one of the firstbooks on global warming for the general public, and a team of university friends.Together, they ran a campaign in 2007 called Step It Up that organized over Bio. This describes relevant aspects of why2,000 rallies at iconic places in all 50 of the United States. These creative actions the campaign’s exists and why it came to be. It should references key events to show the- from skiers descending a melting glacier to divers hosting an underwater action campaign’s values in action.- helped convince many political leaders, including then Senator Barack Obama,to adopt our common call to action: cutting carbon 80% by 2050.
  • 11.’s NarrativeNow, is building off of Step It Ups model of creative activism and making it Campaign & Supporters. This suggests howglobal. Through, the team has expanded to include young people from all he will govern if elected. It also describes theover the world, from Boston to Bangladesh,` from New York to Nigeria. This global people involved in the helped mobilize over 5200 actions in 181 countries on October 24th, 2009. In Copenhagen that translated into 117 countries--most of the Contrast. What sets you apart from worlds nations—supporting a tough 350 target. But it didnt your opposition – and why are your translate into political victory. The biggest polluters wouldnt go solutions better? along. So we still have work to do.2010 is the year we Get To Work. Were calling it the 10/10 Global Work Party,and in every corner of the world we hope communities will put up solar panels,insulate homes, erect windmills, plant trees, paint bikepaths, launch or harvest Call to Action. The message concludes with alocal gardens. Well make sure the world sees this huge day of effort—and well direct invitation to get involved. It alsouse it to send a simple message to our leaders: "Were working—what about describes the experience people will haveyou? If we can cover the roof of the school with solar panels, surely you can pass with the campaign.the legislation or sign the treaty that will spread our work everywhere, andconfront the climate crisis in time." 10/10/10 will take a snapshot of a cleanenergy future -- the world of 350 ppm -- and show people why its worth fightingfor. Well get to work to start changing our communities, and get to work tomake our leaders realize that they actually need to lead. Its a plan that may wellbreak the logjam and get us moving. But only, of course, if we work together tomake it happen.
  • 12. Breakout - Create Your Own Campaign Narrative Values I am running for office because I believe/This organization exists to … Issues & What do your voters hope for the most? Obstacles What stands in the way of voters achieving their goals? Vision How will things be different for your constituents if you win? What was an important life decision or event that demonstrates Bio the candidate’s or campaign’s values?Campaign & What kind of people support your campaign?Supporters Contrast What sets your candidate or campaign apart from your opponent?Call to Action What do you want people to do?
  • 13. CriteriaEmotional - Feel It?If people don’t feel anything in response to your message, they won’t remember it - much less be motivated by it.Does our message create an emotional reaction?Authentic - Believe It?Voters can spot a phony a mile away. It is important that the candidate comes across as genuine – and that starts with an authentic message.Is the candidate passionate and convincing in delivering the message?Repeatable - Repeat It?The language must use everyday words and phrases that the candidate and everyone involved with the campaign will remember and repeat.Will people actually say the most important elements of the message to others?
  • 14. BREAKOUT – 30 minutesGoals• Practice creating a message grid to capture the core narrative of yourcampaign.• Use this grid when preparing materials to get out your campaign story.Agenda1. Gather in your team. Choose a timekeeper and note-taker. Reviewthe agenda below. 5 min.2. Use the worksheet below to draft your campaign message grid,drawing on the stories of self, us and now that you worked on earlier.Remember, details matter! 20 min3. Summarize your key learnings from this exercise. What are youtaking away? 5 min[NOTE: Comms Coordinator will present during debrief]
  • 15. Debrief – 30 minutesWhat was good?What could be improved?What was your favorite part?
  • 16. Last Take-AwayRemember the BIG PICTURE