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Creating an Aspirational Message

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The document summarizes the aspirational messaging strategies of Obama's 2008 presidential campaign and the 350.org climate change movement in 3 sentences or less: Obama's narrative focused on aspirational values of opportunity, responsibility and family, the economic issues voters faced as obstacles, and his vision of a government that helps people achieve their dreams. 350.org's narrative emphasizes the science of climate change as an issue, their goal of limiting carbon levels to 350 ppm to avoid catastrophic impacts, and building a global grassroots movement to hold leaders accountable to climate science.

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Creating an Aspirational Message Based on the work of Doug Hattaway Hattaway Communications
Lets get started of Aspirational Messaging http://www.flickr.com/photos/58048067@N00/
The Four Pillars
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 candidates or campaigns 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?
Lets take a look at some examples http://www.flickr.com/photos/58048067@N00/
Electoral http://www.flickr.com/photos/58048067@N00/
Obamas Narrative It 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, mutual come 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 economic less. 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 can't afford to drive, credit fulfillment. card bills you can't afford to pay, and tuition that's beyond your reach. Ours is a promise that says government cannot solve all our problems, but what it should do is that which we cannot do for ourselves - protect us from harm and provide every child a decent education; keep our water clean and Vision. This paints a vision of the kind of our toys safe; invest in new schools and new roads and new science and government he will deliver to help everyone achieve their potential. technology. It should ensure opportunity not just for those with the most money and influence, but for every American who's willing to work. Four years ago, I stood before you and told you my story - of the brief union Bio. This describes emphasizes his between a young man from Kenya and a young woman from Kansas who background as emblematic of America. It also weren't 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.
Obamas Narrative You have enriched my life, you have moved me again and again. You have inspired me. Sometimes when I have been down you have lifted me up. You Campaign & Supporters. This creates an emotional connect between the candidate and filled 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 economic war, our economy is in turmoil, and the American promise has been downturn. threatened once more. It's not because John McCain doesn't care. It's because John McCain doesn't get it. Why else would he define middle-class as someone making under five Contrast. This uses issues to tell a story million dollars a year? How else could he propose hundreds of billions in tax about John McCains values and social set hes out of touch with real people and their breaks for big corporations and oil companies but not one penny of tax relief lives. to more than one hundred million Americans? We can do this. It will not be easy. It will require struggle and sacrifice. There will setbacks and we will make mistakes. And that is why we need all the help Call to Action. This makes the campaign a we 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 the have yet to join this movement but still hunger for change - we need you. We campaign (change), and ends on a positive need you to stand with us, and work with us, and help us prove that together, note. ordinary people can still do extraordinary things.
Civic Engagement http://www.flickr.com/photos/58048067@N00/
350.orgs Narrative Our theory of change is simple: if an international grassroots movement holds our Values. This is a statement of core beliefs that leaders accountable to the latest climate science, we can start the global explains why the organization exists and what transformation 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 progressive national governments are now saying is the safe upper limit for CO2 in our atmosphere. Accelerating arctic warming and other early climate impacts have Issues & Obstacles. This describes the led scientists to conclude that we are already above the safe zone at our current problems that stand in the way of peoples hopes and values. It should reflect top 390ppm, 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 the melting of the Greenland ice sheet and major methane releases from increased permafrost melt. What is 350?350ppm is the number humanity needs to get below as soon as possible to avoid runaway climate change. To get there, we need a different kind Vision. This is the campaigns vision and of 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 inspiring. 350.org was founded by U.S. author Bill McKibben, who wrote one of the first books 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 why 2,000 rallies at iconic places in all 50 of the United States. These creative actions the campaigns 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 campaigns 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.
350.orgs Narrative Now, 350.org is building off of Step It Up's model of creative activism and making it Campaign & Supporters. This suggests how global. Through 350.org, the team has expanded to include young people from all he will govern if elected. It also describes the over the world, from Boston to Bangladesh,` from New York to Nigeria. This global people involved in the campaign. team 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 world's nationssupporting a tough 350 target. But it didn't your opposition and why are your translate into political victory. The biggest polluters wouldn't go solutions better? along. So we still have work to do. 2010 is the year we Get To Work. We're 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 a local gardens. We'll make sure the world sees this huge day of effortand we'll direct invitation to get involved. It also use it to send a simple message to our leaders: "We're workingwhat about describes the experience people will have you? 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, and confront the climate crisis in time." 10/10/10 will take a snapshot of a clean energy future -- the world of 350 ppm -- and show people why it's worth fighting for. We'll get to work to start changing our communities, and get to work to make our leaders realize that they actually need to lead. It's a plan that may well break the logjam and get us moving. But only, of course, if we work together to make it happen.
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 candidates or campaigns 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?
Criteria Emotional - Feel It? If people dont feel anything in response to your message, they wont 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?
BREAKOUT 30 minutes Goals Practice creating a message grid to capture the core narrative of your campaign. Use this grid when preparing materials to get out your campaign story. Agenda 1. Gather in your team. Choose a timekeeper and note-taker. Review the 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 min 3. Summarize your key learnings from this exercise. What are you taking away? 5 min [NOTE: Comms Coordinator will present during debrief]
Debrief 30 minutes What was good? What could be improved? What was your favorite part?
Last Take-Away Remember the BIG PICTURE

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Creating an Aspirational Message

  • 1. Creating an Aspirational Message Based on the work of Doug Hattaway Hattaway Communications
  • 2. Lets get started of Aspirational Messaging http://www.flickr.com/photos/58048067@N00/
  • 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 candidates or campaigns 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. Lets take a look at some examples http://www.flickr.com/photos/58048067@N00/
  • 6. Electoral http://www.flickr.com/photos/58048067@N00/
  • 7. Obamas Narrative It 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, mutual come 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 economic less. 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 can't afford to drive, credit fulfillment. card bills you can't afford to pay, and tuition that's beyond your reach. Ours is a promise that says government cannot solve all our problems, but what it should do is that which we cannot do for ourselves - protect us from harm and provide every child a decent education; keep our water clean and Vision. This paints a vision of the kind of our toys safe; invest in new schools and new roads and new science and government he will deliver to help everyone achieve their potential. technology. It should ensure opportunity not just for those with the most money and influence, but for every American who's willing to work. Four years ago, I stood before you and told you my story - of the brief union Bio. This describes emphasizes his between a young man from Kenya and a young woman from Kansas who background as emblematic of America. It also weren't 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. Obamas Narrative You have enriched my life, you have moved me again and again. You have inspired me. Sometimes when I have been down you have lifted me up. You Campaign & Supporters. This creates an emotional connect between the candidate and filled 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 economic war, our economy is in turmoil, and the American promise has been downturn. threatened once more. It's not because John McCain doesn't care. It's because John McCain doesn't get it. Why else would he define middle-class as someone making under five Contrast. This uses issues to tell a story million dollars a year? How else could he propose hundreds of billions in tax about John McCains values and social set hes out of touch with real people and their breaks for big corporations and oil companies but not one penny of tax relief lives. to more than one hundred million Americans? We can do this. It will not be easy. It will require struggle and sacrifice. There will setbacks and we will make mistakes. And that is why we need all the help Call to Action. This makes the campaign a we 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 the have yet to join this movement but still hunger for change - we need you. We campaign (change), and ends on a positive need 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 http://www.flickr.com/photos/58048067@N00/
  • 10. 350.orgs Narrative Our theory of change is simple: if an international grassroots movement holds our Values. This is a statement of core beliefs that leaders accountable to the latest climate science, we can start the global explains why the organization exists and what transformation 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 progressive national governments are now saying is the safe upper limit for CO2 in our atmosphere. Accelerating arctic warming and other early climate impacts have Issues & Obstacles. This describes the led scientists to conclude that we are already above the safe zone at our current problems that stand in the way of peoples hopes and values. It should reflect top 390ppm, 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 the melting of the Greenland ice sheet and major methane releases from increased permafrost melt. What is 350?350ppm is the number humanity needs to get below as soon as possible to avoid runaway climate change. To get there, we need a different kind Vision. This is the campaigns vision and of 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 inspiring. 350.org was founded by U.S. author Bill McKibben, who wrote one of the first books 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 why 2,000 rallies at iconic places in all 50 of the United States. These creative actions the campaigns 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 campaigns 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. 350.orgs Narrative Now, 350.org is building off of Step It Up's model of creative activism and making it Campaign & Supporters. This suggests how global. Through 350.org, the team has expanded to include young people from all he will govern if elected. It also describes the over the world, from Boston to Bangladesh,` from New York to Nigeria. This global people involved in the campaign. team 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 world's nationssupporting a tough 350 target. But it didn't your opposition and why are your translate into political victory. The biggest polluters wouldn't go solutions better? along. So we still have work to do. 2010 is the year we Get To Work. We're 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 a local gardens. We'll make sure the world sees this huge day of effortand we'll direct invitation to get involved. It also use it to send a simple message to our leaders: "We're workingwhat about describes the experience people will have you? 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, and confront the climate crisis in time." 10/10/10 will take a snapshot of a clean energy future -- the world of 350 ppm -- and show people why it's worth fighting for. We'll get to work to start changing our communities, and get to work to make our leaders realize that they actually need to lead. It's a plan that may well break the logjam and get us moving. But only, of course, if we work together to make 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 candidates or campaigns 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. Criteria Emotional - Feel It? If people dont feel anything in response to your message, they wont 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 minutes Goals Practice creating a message grid to capture the core narrative of your campaign. Use this grid when preparing materials to get out your campaign story. Agenda 1. Gather in your team. Choose a timekeeper and note-taker. Review the 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 min 3. Summarize your key learnings from this exercise. What are you taking away? 5 min [NOTE: Comms Coordinator will present during debrief]
  • 15. Debrief 30 minutes What was good? What could be improved? What was your favorite part?

Editor's Notes

  • #4: 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 valuesand 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 involvedSocial 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 dont 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 candidates 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 candidates positions can also tell people something about his or her values and beliefs. Beyond that, however, people dont need to know every detail of the candidates policies and programs. Too many campaigns get bogged down in trying to interest voters and the media in policy. Its definitely part of the picture and can occasionally be crucial when an event or crisis focuses public attention on the candidates response. Yet for motivating people, remember that this is the very bottom of the hierarchy.
  • #5: Capture these ideas in a sentence
  • #11: Page 93
  • #12: Page 93
  • #13: Capture these ideas in a sentence