07 July 2010

Background:
It's now the job of advocates to unlock the emotional door and help enable Americans, especially independents, to hear our persuasive arguments and the details of what reform can and will do for them. Americans will be most receptive to our messaging if we can simultaneously message to boost their confidence and trust in government and leadership.

In addition, it's going to take years to fully implement the legislation. That means it's going to take significant time for Americans to personally experience the benefits of reform. For us to succeed at implementing reform, the trust issue should be addressed.

Pro-Active Messaging on Reform: Trust Issue

1. In our focus groups the strongest persuasive argument (tied with pre-existing conditions) for why the legislation was in the best interest of Americans (and one that best worked to help boost trust and confidence) is the argument embodied in the words of President Obama:

For the first time in their lives . . . . uninsured individuals and small business owners will have the same kind of choice of private health insurance that members of Congress get for themselves. If it's good enough for Congress, it should be good enough for the people paying Congress its salary—that's you.

To get the most mileage from this message:

• use it early in your speech before talking about the details of the legislation;
• make it overt

"Our new health law brings major, not radical, changes to our care and some Americans are having a hard time believing that it is going to work for them and their family. Well, I believe our elected leaders will do the best they can to make this work for all of us. I believe this because the law says that members of Congress are required to get their care from the same place with the same choices as millions of Americans and most small businesses—the new exchange. I trust that if it is good enough for the people who wrote and passed the law, if it meets the needs of their families, then it will be good for all of us as well. Now let me also tell you what is specifically in the legislation . . . ."

2. Americans have heard for over 30 years that government can do nothing right. However, passage of health reform is an opportunity to begin to lay a foundation to reverse this thinking (an investment that will take time, but an investment worth making), especially among Independents. You heard this type of messaging embodied in the words of President Obama following the House vote:

"Tonight, at a time when the pundits said it was no longer possible, we rose above the weight of our politics. We pushed back on the undue influence of special interests. We didn't give in to mistrust or to cynicism or to fear. Instead, we proved that we are still a people capable of doing big things and tackling our biggest challenges. We proved that this government—a government of the people and by the people—still works.

A President can speak in lofty phrases, but as advocates we will need to be more down home.

"Millions of Americans now have the same choices for private health insurance as members of Congress. Millions of Americans have peace of mind knowing they will never lose their health care. And millions of other Americans can once again dream of starting a small business. We watched elected leaders rise in support of health reform legislation and we watched them also rise in support of the opportunities and the dreams of many hardworking Americans. These elected leaders took action; they governed. They made government work for us."