Basic Messaging Advice

07 July 2010

Kitchen Table:

It's crucial to speak to Americans in the language of 'the kitchen table' - address their values, their interests, and their concerns for their families. The strongest messages are those built around the experience of middle class voters and their increasing concerns about being able to afford quality health care for themselves and their families.

Channel Anger:

Anger is a primary emotion that incites action on this issue. Remind voters that the current system is not working for us and that insurance and drug companies are reaping record profits while hardworking Americans are getting squeezed by higher costs.

Talk About Solutions – Give Hope

Control and Better Choices - Choice is Crucial

Americans want to be in control of their health care and reject approaches that place insurance companies, government, or employers between them and their medical providers. They want the choice to keep their current plan and doctor, and retain choices among competing private and public plans. They want control over their important life decisions.

Role of Government as Watchdog, Advocate, Enforcer and Guarantor

Voters want leaders (stronger than the term government) to ensure private insurance is fair, affordable, and allows them to see their own doctors. They don't want government 'run' health care, but they do want an affordable option if they lose their regular insurance, even if it is a public alternative.