1. Creating an Aspirational
Message
Based on the work of Doug Hattaway
Hattaway Communications

2. Let’s get started …
of Aspirational Messaging
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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 …
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6. Electoral
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7. Obama’s 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. Obama’s 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 McCain’s values and social set –
he’s 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
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10. 350.org’s 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 people’s
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 campaign’s 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 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. 350.org’s 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 nations—supporting 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 effort—and we'll direct invitation to get involved. It also
use it to send a simple message to our leaders: "We're working—what 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 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. Criteria
Emotional - 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 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?

16. Last Take-Away
Remember the BIG PICTURE