Home / U.S. Pro-Democracy Narrative and Message Guide / Recommended narrative and messaging to advance democracy in the U.S.

Recommended narrative and messaging to advance democracy in the U.S.

Building on extensive research, this narrative can support the efforts of any individual, organization, or movement in advancing inclusive democracy.

Words and phrases that evoke the Recommended Values are color coded in the narrative and supporting message framework below. You can also click on footnotes in the text to learn more about why a statement works with insights from testing.

Narrative/Core Message

  • In testing of this core narrative, 89% of respondents agreed with this statement.
  • 67% of democrats and 49% of republicans and independents strongly agree with this message.
  • 69% say they are likely to share the ideas reflected in this with others they know and trust.
  • 84% say this is relevant to what’s happening in our country right now.

Freedom matters

This country was built on the right to have our voices heard, to make our own decisions, to be treated fairly by the justice system, and to vote in free and fair elections. These freedoms are at the heart of our democracy and our security.1– Among democrats, republicans, and independents, this statement was considered the most persuasive and important reason for Americans to work together and support democracy.
– 80% find this message persuasive (49% “very persuasive”)
– 61% say free and fair elections are the most important element of a democracy.
– This statement defines democracy beyond elections, while connecting it to other core values of freedom, fairness, and security. But they require checks and balances on power and government that is open, honest, and responsive to the people.2– This defines the core principles of democracy beyond just elections.
– 81% of survey respondents found this statement believable (51% very believable).
– Checks and balances rated as the second most important element of democracy (54%). Our country hasn’t fully lived up to these freedoms, but a strong democracy isn’t afraid to admit that and do the hard work of being better tomorrow than it is today.3Acknowledges the disconnect people perceive between the ideal and reality of democracy, thereby minimizing rejection of the messaging for being too naive. Moves quickly to an asset frame, communicates the fearlessness value associated with democracy, and expresses optimism for the future of democracy. Responds to data showing people need and want a sense of hope that things can improve.

Challenge

This challenge statement resonated with focus groups and about ⅔ of survey respondents find the content of this statement believable. It effectively captured the key challenge focus group participants perceived (division) while also recognizing that some are encouraging division.

These days, it can feel like Americans can’t find common ground on anything. Healthy debate and working toward compromise are a good thing in a strong democracy.4– This sentence addresses the key challenge focus groups identified: division and polarization.
– It highlights debate and compromise as principles and strengths of pluralistic democracy.
– 63% of of those surveyed found this statement to be believable.
– It resonates stronger with Republicans. But there are some who are working every day to weaken American democracy and further divide us to serve their own interests.5– 72% of those surveyed find this to be believable (49% very believable).
– 58% of respondents say this is persuasive. Defending freedom and fairness — and finding solutions to the challenges we face — doesn’t have to mean fighting each other. Instead, we need to find a way to work together.6– This is a core idea that resonated across all focus groups.
– It utilizes the three core values most compelling with the moveable-middle (freedom, fairness, fearlessness).
– 67% of those surveyed believe this statement (40% strongly).
– This statement resonates strongly across the political spectrum. 77% believe this statement compared to 66% of Democrats and 63% of Independents.

Solution

This statement was widely endorsed and supported by the focus groups and is seen as an aspirational statement that inspires questions about how to make democracy a reality. It addresses positive themes from focus groups and values research, and survey of shared responsibility/citizen agency and well over ⅔ find this content believable and persuasive.

Protecting our freedoms has always been up to all of us, not just our elected representatives.7– This statement contains key concepts that resonated across all focus groups.
– 70% of those surveyed say this is believable (36% very).
– 70% of those surveyed believe that protecting freedom is a shared responsibility.
– 69% of those surveyed think the idea of protecting freedom as a shared responsibility is persuasive.
– Minimizes the default to assuming that responsibility to protect and strengthen our democracy rests only with elected representatives. But democracy is about more than voting. It’s about checks and balances on power, speaking your mind without fear, and a government that is accountable to the people.8– Defines core concepts of democracy beyond elections.
– 81% of survey respondents find this believable (51% very).
– 76% find this message persuasive (46% very).
– The statement evokes the third and fourth top values associated with democracy (representation and honesty). Fearless and free people working together can find solutions that make our lives better and our democracy stronger.970% of respondents find this message believable (36% very).

Benefits

The overarching benefit statement worked well across the focus groups and participants believe these things should be benefits of a working democracy, and they value these benefits. However, they don’t believe democracy is delivering these benefits now. Survey participants identified these as the most important benefits possible in a democracy where freedoms are protected.

Freedom isn’t an abstract concept.10Part of a statement that tested as the second strongest reason to work together to support and improve democracy. A democracy where freedoms are protected is better able to provide every one of us11 This part evokes the top two values associated with democracy in both the survey and narrative research (freedom and fairness). with a justice system we can trust and access to health care, education, and housing. It gives us more control over our own lives12– These are the top three benefits perceived as being possible in a working democracy. – The statement reflects the benefits that resonated across the focus groups. and increased opportunities for prosperity for ourselves, our families, our community, and our country.13This evokes the top two values from the U.S. values ranking: family and belonging.

Call to Action

This call to action was seen as important and potentially unifying, but also triggers some cynicism. It inspires questions of what actions people should specifically take.

None of this will happen on its own.14Addresses the desire focus groups expressed to feel a sense of collective responsibility and shared purpose in addressing the challenges we face as a democracy.
– More than ⅔ of survey respondents found messaging about shared responsibility to be persuasive and 70% found it believable It will take all of us working together to protect our freedoms and improve our democracy so it works better for everyone.15A core idea that was seen as hopeful across the focus groups in addressing the gap they see between the ideal and reality of democracy. It won’t be easy. But we’ve done hard things before and we can do them again.16– Reminds people that the people of the United States have found common ground on important issues before and can do it again. Reflects the hope and optimism people need and want to feel.
– 52% find this statement to be persuasive, including 59% of Republicans.

Sample issue-specific application of the narrative and message framework

The language employed in the narrative and message framework is intended to provide guidance and inspiration for the development of communication content (e.g., blogs, social posts, policy papers, talking points, press releases). It is not necessarily expected to be used verbatim, although it can be. The framework can also be used to inspire messaging on specific issues, as reflected in the examples below:

Issue 1: Public health
A strong democracy isn’t just about elections. It’s about making sure everyone has the freedom and opportunity to live a healthy, secure life. Public health is where democracy shows up in our daily lives — clean water, safe food, access to care, honest information we can trust, and systems that look out for the whole community. Rooted in the needs and wisdom of communities — informed by the experience of dedicated public servants and grounded in the best available science — public health helps prevent problems before they start. It makes our communities healthier places and provides us with the information we need to make informed choices. But, it also brings us together to protect one another, especially when the stakes are high or to protect those who are most vulnerable. A fair public health system is part of the hard work of building a better tomorrow: one where your ZIP code doesn’t determine your chances of staying healthy, where no one is left behind during a crisis, and where leaders are accountable to the people they serve. We may not agree on everything, but we can agree that everyone deserves the chance to live a healthy life. Protecting that freedom — and strengthening the public health system that makes it possible — depends on all of us. We’ve done hard things before. We can do this too. Together, we can build a healthier, fairer democracy for everyone. #PublicHealth #FreedomAndFairness #HealthCareAccess #WorkTogether #DemocracyFreeFairFearless #TowardAHealthierDemocracy

Our country was built on the right to have our voices heard, to be treated fairly, and to worship freely without fear. The freedom to believe — or not to believe — lies at the heart of American democracy. While our country hasn’t fully lived up to the promise of protecting all faiths, a strong democracy isn’t afraid to do the hard work of being better tomorrow than it is today.

Today, some are working to weaken this fundamental freedom to serve their own interests and further divide us. But defending religious liberty is about finding common ground and protecting everyone’s freedoms — not fighting each other or excluding people with beliefs different from our own. Protecting this right creates a democracy where everyone is respected, and each of us has more control over our lives and a deeper sense of belonging.

It will take all of us working together to protect religious freedom and improve our democracy so it works better for everyone.

#DemocracyFreeFairFearless #Democracy #ReligiousLiberty

Every person deserves the right to breathe clean air, drink clean water, and live free from the threat of environmental hazards. These aren’t just environmental issues — they’re basic humanl rights and core to the promise of our democracy.

Today, some are working to weaken protections for communities most at risk, exposing them to pollution, toxic substances, and harm. Environmental justice isn’t just about policy — it’s about fairness, accountability, public safety, and working together to protect our communities.

Freedom and environmental justice go hand in hand. A democracy that safeguards both ensures every community has a voice, a say in policies and action that affect their health and well-being, and the ability to hold decision makers accountable.

We can act now — by speaking out, demanding accountability, and protecting the rights of all communities to live in a safe, healthy environment. It won’t be easy. But together, if we remain vigilant, we can meet this challenge.

#EnvironmentalJustice #CleanAirCleanWater #CommunityRights #DemocracyInAction #FairnessForAll #ProtectOurPlanet #CivicEngagement #HealthAndJustice #Accountability #WeThePeople #DemocracyFreeFairFearless

Our country was built on the right to have our voices heard and to speak our minds without fear. This right — promised to us in our constitution — is essential to a government that is open, honest, and responsive to the people.

Freedom of speech isn’t an abstract concept. It gives each of us the opportunity and the responsibility to have a say on the issues that matter to us. It also ensures the checks and balances on power that are essential to a functioning democracy and a justice system we can trust. This freedom gives us more control over our own lives, our community, and our country.

While healthy debate is a good thing in a strong democracy, there are some who are working every day to silence people with different views and further divide us to serve their own interests. Protecting our right to speak is up to all of us — not just our elected representatives. It will take all of us working together to protect our most important freedoms and make our democracy stronger.

#FreedomOfSpeech #DemocracyFreeFairFearless #Democracy

This country was built on the idea that every American deserves a fair shot — the chance to speak freely, make their own choices, and be treated fairly by their government. These aren’t just ideals. They’re the foundation of our freedom and our security.

At the heart of that promise is due process: the guarantee that government must follow the rules and respect all of our rights.

Defending our liberties has always been the responsibility of the people, not just our elected officials. A healthy democracy depends on transparency, accountability, and citizens who know and defend their rights.

When our rights are protected and government is held to the same standards as the people it serves, we’re all better off — with stronger communities, more opportunity, and a country that lives up to its promise.

If we work together to protect fairness and due process for everyone, we can strengthen our democracy for the next generation.

#DueProcess #JusticeForAll #RuleOfLaw #DemocracyStrong #FreedomAndFairness #CivicAction #ChecksAndBalances #HumanRights #Accountability #WeThePeople #DemocracyFreeFairFearless