Crafting Narrative

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CRAFTING

THE NARRATIVE
Introduction What is a Campaign Narrative? Campaign Narrative Structure Sample Campaign Narratives How are Narrative and Message Developed? Samples 89 90 92 93 98 104

Chapter 5: Crafting the Narrative

CHAPTER 5: CRAFTING THE NARRATIVE


INTRODUCTION
This chapter will introduce you to principles, techniques and tools for crafting a message that will motivate and mobilize voters and supporters, including: Narrative structure and creating a voter-centered narrative about the campaign. Message development and how to develop a motivational message. Research to inform the development of your message and strategy.

In this chapter, were going to walk through the steps in creating a campaign narrative. Were then going to craft messages, based on the narrative, that you can test in public opinion research and use to persuade voters in your field operations, fundraising, earned media and advertising. A narrative is a five to seven-paragraph statement offering a complete, coherent rationale for the candidacy, which links the candidates personal story to the hopes and concerns of voters. A message is a succinct statement about the candidate, an issue, the opponent, or any other aspect of the narrative that is persuasive to voters. Any single message you communicate should always fit within the broader narrative of the campaign.

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WHAT IS A CAMPAIGN NARRATIVE?


Narrative is a powerful form of communication Across cultures, narrative is the most powerful form of communication. A well-told story communicates much more than facts: It connects what the narrator is saying to stories people already know, which gives the story meaning and makes it memorable. It creates an emotional reaction, which makes people care. And it teaches a moral, which speaks to peoples values. The best communicators in politics are great storytellers. And an effective engagement campaign uses the power of narrative to motivate people. Narrative needs to be aspirational The following pyramid demonstrates how your campaign needs to appeal to voters on many levels in everything you do, from a donor ask, to a press release, to a volunteer ask.

Aspirations 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 involved.

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Social 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.

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CAMPAIGN NARRATIVE STRUCTURE

In a campaign narrative, the voter is the protagonist who seeks to reach important goals, but faces obstacles along the way. In your campaign narrative, the voter is the protagonist. The goals are the hopes and values that are most important to your voters. The candidates role is to offer ideas and inspiration for overcoming obstacles to help people achieve their aspirations.

This narrative structure focuses on voters and keeps the focus on them throughout the campaign. It also includes supporters (people who give their time, energy, and money to the campaign) and acknowledges the vital role they play. Connecting the candidate with voters and supporters is what motivates people to get involved. Different elements of the narrative will be emphasized to different audiences. The message delivered to undecided voters in the persuasion campaign will focus on values, bio and/or issues and on the opposition. The message used to engage supporters will also focus on the campaign itself and the people involved.

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Chapter 5: Crafting the Narrative

SAMPLE CAMPAIGN NARRATIVE I


Heres an example of a narrative for a successful first-time candidate to the Boston City Council. Everyone should have a voice in their government and live in a neighborhood they are proud to call home. But too many people feel their voices are not heard and are concerned about their communities people are losing their jobs, dont feel safe in their neighborhoods, and worry about the quality of their childrens education. We can build a better Boston where everyones voice is heard and where people work together to strengthen their communities. Felix Arroyo was raised in a family of teachers, who taught him that everyone has something to give. Both of his parents were teachers, and his wife teaches in a public school. Thats why he chose to become a community organizer. He currently works as a healthcare organizer and he previously worked as a labor organizer, helping people get good jobs with fair wages. Felix practices what he calls collaborative politics bringing people together to make their voices heard and their communities better. His campaign is bringing together people from all walks of life across the city people who believe that, working together, we can build a better Boston for everyone. If elected to the City Council, he will work to create a level playing field so that everyone has access to their government and keep working with people from the community to create more jobs, safer streets, and better schools. Values. This is a statement of core beliefs that explains why the candidate is running for office. This should also reflect the values of voters.

Issues & Obstacles.This describes the problems that stand in the way of peoples hopes and values. It should reflect top concerns on voters minds

Goal. This is the candidates vision for what he will achieve if successful. It should be ambitious and inspiring

Bio. This describes relevant aspects of the candidates life that demonstrate his values. It references an important life choice to show his values in action.

Campaign & Supporters. This suggests how he will govern if elected. It also describes the people involved in the campaign.

Issues. These are the top issues that the candidate will address in office and how he will work to address them. These issues are phrased in terms of outcomes, i.e. more jobs, safer streets, better schools.

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Join our campaign youll meet great people and make a real contribution. Lets build a better Boston.

Call to Action. The message concludes with a direct invitation to get involved. It also describes the experience people will have with the campaign.

Develop a motivating message about your campaign and the people involved To keep people motivated over the long haul of the campaign, they need to know that they are part of an exciting and meaningful undertaking. So you need a message about your campaign and the people involved. President Obama excels at this, so weve included examples from his 2008 campaign. The supporters 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 filled me with new hope for our future and you have reminded me about what makes America so special. In the places I have gone and the people I have met, I have been struck again and again by the fundamental decency and generosity and dignity of men and women who work hard without complaint, to meet their responsibilities every day. You want to paint a compelling picture of the people who support your campaign. When voters hear about people like themselves getting involved with the campaign and committing to the candidate, it is usually more powerful than endorsements from other politicians, celebrities or institutions. Note in the quote above how Obama talked about his supporters as decent, generous, dignified, hard-working and responsible people. The campaign that creates an emotional connection with supporters keeps them coming back. Note in the quote above how Barack Obama created an emotional connection with his supporters that kept him going and kept them motivated. Tell stories of volunteers who exemplify the spirit of the campaign and show them on your website, at campaign events and in other campaign communications. The campaign We can do this. It will not be easy. It will require struggle and sacrifice. There will be setbacks and we will make mistakes. And that is why we need all the help we can get. So tonight I want to speak directly to all those Americans who have yet to join this movement but still hunger for change we need you. We need you to stand with us, and work with us, and help us prove that together, ordinary people can still do extraordinary things. People need to know their contribution makes a difference not only to winning on Election Day, but also to creating change in society. Seeing themselves as part of something larger will motivate them to give of their time and energy.

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Continually tell the story of the campaign as it evolves. As you reach key milestones, be sure to tell supporters about each accomplishment they helped achieve. This reminds them that their individual efforts make a difference and that they are part of a community working toward a common goal. When the campaign faces a setback, be sure to tell them about that as well. People arent just inspired by positive stories they must know that their efforts are needed. Telling the story of the campaigns supporters and the milestones and setbacks they share along the way creates an emotional experience for your supporters that makes their investment in the campaign personally meaningful. Thats very motivating.

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SAMPLE CAMPAIGN NARRATIVE 2


This is a narrative from a successful 2008 campaign for a Democratic candidate who won in a heavily Republican Congressional District. Here in New Mexico, were looking for change in the direction this countrys going and we need leaders who will listen to us, put New Mexico first, and bring people together to get things done. But the politicians in Washington listen to the lobbyists and they dont represent our values. They just bicker and dont get anything done. Harry Teague will bring New Mexico values to Washington and opportunity to southern New Mexico. At age 17, Harry Teague went to work in the oil fields to help support his family. Working on the team, he learned that were all in this together and you have to bring people together to get things done. Thats how he started his own oil well services company and thats why he provides health care for co-workers and scholarships for them and their children which keeps opportunity here in New Mexico. In Washington, Harry Teague will bring people together to get things done: Bringing more opportunity for our communities, health care for our families, and better education for our children. People who support Harry Teague are people like us who live here in southern New Mexico, and represent hard work, family and community. Values. This reflects a top concern on voters minds in 2008 a change in leadership and the kind of leadership people value.

Issues & Obstacles.This shows politics as usual as standing in the way of change.

Goal. This is the candidates vision for what he will achieve if successful.

Bio. This describes relevant aspects of the candidates life that stress his genuine connection to his constituents. It shows how he would govern drawing on real-life lessons. It also gives examples of choices he has made i.e., providing health care to his employees that demonstrate his values in action.

Issues. These were the top issues on voters minds, given the economic downturn.

Campaign & Supporters.This connects the campaign with the constituents, and sets up the contrast with the opposition.

His opponent is a Washington lobbyist who doesnt even live in the district. He spent most of his time lobbying against the needs of working people.

Contrast. This differentiates the candidate from his opponent, focusing on bio and values not just issues.

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Lets send someone like us to Washington someone who will represent a real change in direction.

Call to Action.This repeats the core appeal of the candidate and ends on a positive note.

Contrast Just as the bio tells a multi-layered story about the candidate, the contrast message should say more about the opponent than his or her positions on certain issues. The message about the opposition should also be a story about choices and values giving examples of times the opponent made choices that show him or her to be out of touch with the hopes and values of voters. Note how Harry Teagues contrast messages talk about his opposition in terms of his profession and priorities. As a business owner and the Chairman for the National Restaurant Association, [Ed] Tinsley has been looking to save a dime at the expense of his employees, opposing raises to the minimum wage. Ed Tinsley is only working for the big shots. Hes turned his back on middle-class families, and we cant afford to send him to Congress. Issue contrast should be used primarily to demonstrate differences in values. Below is an example from President Obamas contrast message with Sen. McCain during the 2008 campaign. If John McCain wants to have a debate about who has the temperament, and judgment, to serve as the next Commander-in-Chief, that's a debate I'm ready to have. For while Senator McCain was turning his sights to Iraq just days after 9/11, I stood up and opposed this war, knowing that it would distract us from the real threats we face. When John McCain said we could just "muddle through" in Afghanistan, I argued for more resources and more troops to finish the fight against the terrorists who actually attacked us on 9/11, and made clear that we must take out Osama bin Laden and his lieutenants if we have them in our sights. John McCain likes to say that he'll follow bin Laden to the Gates of Hell - but he won't even go to the cave where he lives.

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HOW ARE NARRATIVE AND MESSAGE DEVELOPED?

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Start with your candidate Your campaign narrative must start with the candidate, her values, experiences, and reasons for running for office. A narrative that is not grounded in the candidates values and that shifts with every poll is a narrative that voters will quickly dismiss as inauthentic. Use your research Use the supporter research, self research and opposition research laid out in the last chapter to inform the parts of your candidates narrative that you emphasize most. Use this research to help you develop your campaign narrative about your supporters and the type of campaign you are running in contrast to your opponent. Determine the best positioning for messages Now that you have all of your research together, you need to synthesize it so that you have messages to test in your poll. Based on the number of concepts you want to test with voters, you and your team will next craft discreet messages about each concept. Below is a tool that will be helpful for boiling down the most relevant points from your research to analyze your candidates positioning. You dont need to craft messages, just identify the most important concepts. In the example below, we use the Harry Teague example from the narrative above. The US column shows Harry Teagues positives and negatives, and the THEM column includes positives and negatives about the opponent. The goal with this exercise is to identify and stress your biggest strengths, and to identify and exploit your opponents biggest vulnerabilities.

US
Raised in New Mexico Self-made Job creation

THEM
Lobbyist Doesnt live in district Not a straight talker

US ON:

THEM ON:

No Washington experience Democrat

Successful businessman Conservative Leader

When your team has thoroughly discussed your positioning and populated the grid above, think about which elements combine to form the best contrast with the opponent. For example, Harry Teagues team thought his humble beginning in New

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Mexico contrasted well with his opponents extravagant lifestyle and his time in DC lobbying against the interests of working-class people. The next step is to craft a set of distinct messages that communicate the best contrasts in your grid. Once you have those messages drafted, you will be ready to test these messages through public opinion research.

Will our message work?


For the message to actually be used in word-of-mouth communication the most powerful advertising people must be able to retain and repeat it. These are criteria for you to keep in mind when evaluating a draft of the message: Emotional If people dont feel anything in response to your message, they wont remember it - much less be motivated by it. Ask: Does our message create an emotional reaction? Authentic 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. Ask: Is the candidate passionate and convincing in delivering the message? Repeatable Word-of-mouth only works if people will actually use the message in conversation. The language must use everyday words and phrases that the candidate and everyone involved with the campaign will remember and repeat. Ask: Will people actually say the most important elements of the message to others?

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Test messages with voters If you are running a large-scale campaign reaching large numbers of voters, particularly if your electorate is demographically diverse, you will probably want to conduct public opinion research to help guide your message development. There are many choices to make in the language you use for your message. Polling and focus groups with voters can help you focus your message on the most persuasive elements and develop effective language.

Youre ready to poll when the following tasks are completed: Candidate interview Supporter research Self-research Opposition research Policy research Positioning analysis What questions should my poll answer? Here are some of the key questions your poll can help you address: What are key positives about our candidate? Key positives about our opponent? Key negatives on candidate? Key negatives on opponent? Who are the persuadable voters? What do they currently know/think about the candidates? What hopes and concerns are most on their minds? Which elements of my narrative do they find most persuasive (e.g., bio, values, issues, contrast)? What are the best arguments to make against the opponent? How do they obtain information and entertainment?

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Polling Polls are used to segment the electorate into groups of base, swing and opposition voters, as well as to test messages that persuade the undecided. A baseline survey is conducted first to determine the level of name recognition, favorability ratings, key issues and other information that tells you where the candidates stand at the beginning of the campaign, and which voters you need to persuade. If neither candidate has much name recognition and/or the race is a down-ballot race unlikely to be affected by mass media, you may not get too much value out of a poll. A poll can also be used to test messages and determine which messages motivate peoples vote. This should be done prior to investing in mass media, so that you have some indication of which message concepts should be used in advertising and direct mail. The basic technique is to test a series of distinct statements, so that you can determine which elements of the message are the most motivating of peoples vote. You should also test the oppositions message to see what resonates. This type of poll simulates the back-and-forth of a campaign it helps you see how voters will react upon hearing messages from both sides. The pollster should give you a read-out of the subgroups of voters that are most likely to change their position after hearing the messages. These subgroups will usually be presented in terms of basic demographic characteristics gender, age, race, income level, ideological identification, and so forth. You can also ask about media habits to determine what types of TV and radio programming, websites and other media vehicles reach the voters you need to persuade. Remember that media habits are changing rapidly, and you need to ensure that your pollster has a good handle on trends in media consumption. Polling can be expensive. To ensure that your research dollar is well spent, determine how each question will produce information that is actionable. Dont let anyone waste valuable real estate in a poll asking questions that are merely interesting. Ask: How will we actually use the finding from this question to make a decision?

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Focus groups Focus groups can be useful for exploring voters attitudes, for hearing how voters talk to each other about the campaign (so you can capture and replicate word-of-mouth), and for testing message concepts, advertisements and direct mail. When done well, this type of qualitative research produces insights on the emotional dynamics of the campaign and how voters are likely to respond to campaign messages. There are many tools and techniques that can be used in qualitative research. Be sure that your researchers explain their methodologies for probing voters motivations and for systematically analyzing words and phrases that voters use to talk to each other. In an exploratory focus group, the moderator needs to drive voters to discuss the campaign among themselves. A good technique is to have some participants try to convince others to vote for your candidate hearing what they say can help you identify persuasive themes. If the moderator is not driving voters to talk to each other but instead conducts what amounts to a series of one-on-one interviews the focus group wont be as useful as it could be. Review the discussion guide before the focus group ask how each question contributes to message development and find out what techniques the moderator will use to elicit the information you want. In a message- or ad-testing focus group, the participants will see examples of draft messages, direct mail pieces, TV ads and other communications products. This can be a helpful way to determine if your message and the way it is presented in paid media packs an emotional punch. If the focus group is overly analytical and doesnt respond with any discernible emotion, your media is likely to fail. Create a message manual for your campaign A Message Manual is a good tool for training your entire team and providing them with core content so that they can produce these materials efficiently. The manual should become a constant reference for your entire team and a training tool for volunteers and supporters so that the entire operation is skilled at delivering the message. Your message will be used in many different formats, from the website to house parties, phone scripts, direct mail and TV commercials. In the appendix, youll see examples of the following from Felix Arroyos campaign: message manual, campaign message and 30-second TV ad script.

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SAMPLE POSITION PAPER


Below is a sample position paper from Barack Obamas 2008 Presidential campaign. Barack Obamas Plan to Strengthen the Economy The Problem Wages are Stagnant as Prices Rise: While wages remain flat, the costs of basic necessities are increasing. The cost of in-state college tuition has grown 35 percent over the past five years. Health care costs have risen four times faster than wages over the past six years. And the personal savings rate is now the lowest it's been since the Great Depression. Tax Cuts for Wealthy Instead of Middle Class: The Bush tax cuts give those who earn over $1 million dollars a tax cut nearly 160 times greater than that received by middle-income Americans. At the same time, this administration has refused to tackle health care, education and housing in a manner that benefits the middle class. Barack Obama and Joe Biden's Plan Jumpstart the Economy Enact a Windfall Profits Tax to Provide a $1,000 Emergency Energy Rebate to American Families: Barack Obama and Joe Biden will enact a windfall profits tax on excessive oil company profits to give American families an immediate $1,000 emergency energy rebate to help families pay rising bills. This relief would be a down payment on the Obama-Biden long-term plan to provide middle-class families with at least $1,000 per year in permanent tax relief. Provide $50 billion to Jumpstart the Economy and Prevent 1 Million Americans from Losing Their Jobs: This relief would include a $25 billion State Growth Fund to prevent state and local cuts in health, education, housing, and heating assistance or counterproductive increases in property taxes, tolls or fees. The Obama-Biden relief plan will also include $25 billion in a Jobs and Growth Fund to prevent cutbacks in road and bridge maintenance and fund school repair - all to save more than 1 million jobs in danger of being cut. Provide Middle Class Americans Tax Relief Obama and Biden will cut income taxes by $1,000 for working families to offset the payroll tax they pay. Provide a Tax Cut for Working Families: Obama and Biden will restore fairness to the tax code and provide 150 million workers the tax relief they need. Obama and Biden will create a new "Making Work Pay" tax credit of up to $500 per person, or $1,000 per working family. The "Making Work Pay" tax credit will completely eliminate income taxes for 10 million Americans. Eliminate Income Taxes for Seniors Making Less than $50,000: Barack Obama will eliminate all income taxation of seniors making less than $50,000 per year. This proposal will eliminate income taxes for 7 million seniors and provide these seniors with an average savings of $1,400 each year. Under the Obama-Biden plan, 27 million American seniors will also not need to file an income tax return.

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Simplify Tax Filings for Middle Class Americans: Obama and Biden will dramatically simplify tax filings so that millions of Americans will be able to do their taxes in less than five minutes. Obama and Biden will ensure that the IRS uses the information it already gets from banks and employers to give taxpayers the option of pre-filled tax forms to verify, sign and return. Experts estimate that the Obama-Biden proposal will save Americans up to 200 million total hours of work and aggravation and up to $2 billion in tax preparer fees. Invest in the Manufacturing Sector and Create 5 Million New Green Jobs Invest in our Next Generation Innovators and Job Creators: Obama and Biden will create an Advanced Manufacturing Fund to identify and invest in the most compelling advanced manufacturing strategies. The Fund will have a peer-review selection and award process based on the Michigan 21st Century Jobs Fund, a state-level initiative that has awarded over $125 million to Michigan businesses with the most innovative proposals to create new products and new jobs in the state. Double Funding for the Manufacturing Extension Partnership: The Manufacturing Extension Partnership (MEP) works with manufacturers across the country to improve efficiency, implement new technology and strengthen company growth. This highly-successful program has engaged in more than 350,000 projects across the country and in 2006 alone, helped create and protect over 50,000 jobs. But despite this success, funding for MEP has been slashed by the Bush administration. Barack Obama and Joe Biden will double funding for the MEP so its training centers can continue to bolster the competitiveness of U.S. manufacturers. Invest In A Clean Energy Economy And Create 5 Million New Green Jobs: Obama and Biden will invest $150 billion over 10 years to advance the next generation of biofuels and fuel infrastructure, accelerate the commercialization of plug-in hybrids, promote development of commercial scale renewable energy, invest in low emissions coal plants, and begin transition to a new digital electricity grid. The plan will also invest in America's highly-skilled manufacturing workforce and manufacturing centers to ensure that American workers have the skills and tools they need to pioneer the first wave of green technologies that will be in high demand throughout the world. Create New Job Training Programs for Clean Technologies: The Obama-Biden plan will increase funding for federal workforce training programs and direct these programs to incorporate green technologies training, such as advanced manufacturing and weatherization training, into their efforts to help Americans find and retain stable, highpaying jobs. Obama and Biden will also create an energy-focused youth jobs program to invest in disconnected and disadvantaged youth. Boost the Renewable Energy Sector and Create New Jobs: The Obama-Biden plan will create new federal policies, and expand existing ones, that have been proven to create new American jobs. Obama and Biden will create a federal Renewable Portfolio Standard (RPS) that will require 25 percent of American electricity be derived from renewable sources by 2025, which has the potential to create hundreds of thousands of new jobs on its own. Obama and Biden will also extend the Production Tax Credit, a credit used successfully by American farmers and investors to increase renewable energy production and create new local jobs. Technology, Innovation and Creating Jobs

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Barack Obama and Joe Biden will increase federal support for research, technology and innovation for companies and universities so that American families can lead the world in creating new advanced jobs and products. Invest in the Sciences: Barack Obama and Joe Biden support doubling federal funding for basic research and changing the posture of our federal government from being one of the most anti-science administrations in American history to one that embraces science and technology. This will foster home-grown innovation, help ensure the competitiveness of US technology-based businesses, and ensure that 21st century jobs can and will grow in America. Make the Research and Development Tax Credit Permanent: Barack Obama and Joe Biden want investments in a skilled research and development workforce and technology infrastructure to be supported here in America so that American workers and communities will benefit. Obama and Biden want to make the Research and Development tax credit permanent so that firms can rely on it when making decisions to invest in domestic R&D over multi-year timeframes. Deploy Next-Generation Broadband: Barack Obama and Joe Biden believe we can get broadband to every community in America through a combination of reform of the Universal Service Fund, better use of the nation's wireless spectrum, promotion of nextgeneration facilities, technologies and applications, and new tax and loan incentives. Support Small Business Provide Tax Relief for Small Businesses and Start Up Companies: Barack Obama and Joe Biden will eliminate all capital gains taxes on start-up and small businesses to encourage innovation and job creation. Obama and Biden will also support small business owners by providing a $500 Making Work Pay tax credit to almost every worker in America. Selfemployed small business owners pay both the employee and the employer side of the payroll tax, and this measure will reduce the burdens of this double taxation. Create a National Network of Public-Private Business Incubators: Barack Obama and Joe Biden will support entrepreneurship and spur job growth by creating a national network of public-private business incubators. Business incubators facilitate the critical work of entrepreneurs in creating start-up companies. Obama and Biden will invest $250 million per year to increase the number and size of incubators in disadvantaged communities throughout the country. Labor Obama and Biden will strengthen the ability of workers to organize unions. He will fight for passage of the Employee Free Choice Act. Obama and Biden will ensure that his labor appointees support workers' rights and will work to ban the permanent replacement of striking workers. Obama and Biden will also increase the minimum wage and index it to inflation to ensure it rises every year. Ensure Freedom to Unionize: Obama and Biden believe that workers should have the freedom to choose whether to join a union without harassment or intimidation from their employers. Obama cosponsored and is strong advocate for the Employee Free Choice Act, a bipartisan effort to assure that workers can exercise their right to organize. He will continue to fight for EFCA's passage and sign it into law.

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Fight Attacks on Workers' Right to Organize: Obama has fought the Bush National Labor Relations Board (NLRB) efforts to strip workers of their right to organize. He is a cosponsor of legislation to overturn the NLRB's "Kentucky River" decisions classifying hundreds of thousands of nurses, construction, and professional workers as "supervisors" who are not protected by federal labor laws. Protect Striking Workers: Obama and Biden support the right of workers to bargain collectively and strike if necessary. They will work to ban the permanent replacement of striking workers, so workers can stand up for themselves without worrying about losing their livelihoods. Raise the Minimum Wage: Barack Obama and Joe Biden will raise the minimum wage, index it to inflation and increase the Earned Income Tax Credit to make sure that full-time workers earn a living wage that allows them to raise their families and pay for basic needs. Protect Homeownership and Crack Down on Mortgage Fraud Obama and Biden will crack down on fraudulent brokers and lenders. They will also make sure homebuyers have honest and complete information about their mortgage options, and they will give a tax credit to all middle-class homeowners. Create a Universal Mortgage Credit: Obama and Biden will create a 10 percent universal mortgage credit to provide homeowners who do not itemize tax relief. This credit will provide an average of $500 to 10 million homeowners, the majority of whom earn less than $50,000 per year. Ensure More Accountability in the Subprime Mortgage Industry: Obama has been closely monitoring the subprime mortgage situation for years, and introduced comprehensive legislation over a year ago to fight mortgage fraud and protect consumers against abusive lending practices. Obama's STOP FRAUD Act provides the first federal definition of mortgage fraud, increases funding for federal and state law enforcement programs, creates new criminal penalties for mortgage professionals found guilty of fraud, and requires industry insiders to report suspicious activity. Mandate Accurate Loan Disclosure: Obama and Biden will create a Homeowner Obligation Made Explicit (HOME) score, which will provide potential borrowers with a simplified, standardized borrower metric (similar to APR) for home mortgages. The HOME score will allow individuals to easily compare various mortgage products and understand the full cost of the loan. Close Bankruptcy Loophole for Mortgage Companies: Obama and Biden will work to eliminate the provision that prevents bankruptcy courts from modifying an individual's mortgage payments. They believe that the subprime mortgage industry, which has engaged in dangerous and sometimes unscrupulous business practices, should not be shielded by outdated federal law. Barack Obama's Record Housing: In the U.S. Senate, Obama introduced the STOP FRAUD Act to increase penalties for mortgage fraud and provide more protections for low-income homebuyers, well before the current subprime crisis began.

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Predatory Lending: In the Illinois State Senate, Obama called attention to predatory lending issues. Obama sponsored legislation to combat predatory payday loans, and he also was credited with lobbying the state to more closely regulate some of the most egregious predatory lending practices. American Jobs: Barack Obama introduced the Patriot Employer Act of 2007 to provide a tax credit to companies that maintain or increase the number of full-time workers in America relative to those outside the US; maintain their corporate headquarters in America; pay decent wages; prepare workers for retirement; provide health insurance; and support employees who serve in the military.

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SAMPLE MESSAGE MANUAL


Message Manual: Contents I. The Campaign Message. This section provides an overview of this campaigns guiding principles and values that will help Felix work to make Boston a better city. It incorporates key elements that resonate best with voters and sets Felix apart from the other candidates running for City Council At-large. II. One-Minute Message. This brief message, meant to be delivered verbally, can be used when engaging voters on the streets or at their doors. It highlights Felixs history and priorities and explains why you are a part of this campaign. III. Boilerplate. This section succinctly describes our vision for change and our campaign priorities. This language can be used in written materials and serves as a guide to the important themes that should be included in all of our communications. The Campaign Message Lets Build a Better Boston Everyone should have a voice in their government and live in a neighborhood they are proud to call home. But too many people feel their voices is not heard and are concerned about their communities people are losing their jobs, dont feel safe in their neighborhoods, and worry about the quality of their childrens education. Lets build a better Boston where everyones voice is heard and where people work together to strengthen their communities. Felix Arroyo was raised in a family of teachers, who taught him that everyone has something to give. Both of his parents were teachers, and his wife teaches in a public school. Thats why he chose to become a community organizer. He currently works as a healthcare organizer and worked at SEIU as a labor organizer where he helped people get good jobs with fair wages. Felix practices what he calls collaborative politics bringing people together to make their voices heard and their communities better. His campaign is bringing together people from all walks of life across the city people who believe that, working together, we can build a better Boston for everyone. If elected to the City Council, he will work to create a level playing field so that everyone has access to their government and keep working with people from the community to create more jobs, safer streets, and better schools. Join our campaign youll have fun and make a difference. Lets build a better Boston together.

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One-Minute Message Im supporting Felix because he works hard with people to get things done. He is an experienced community organizer he works as a healthcare organizer to make sure that everyone has affordable health insurance and he worked as a labor organizer to help people get good jobs. He comes from a family committed to public service. His mother is a Boston public school teacher and his father was a Boston City Councilor. His grandfather was a police officer. His priorities are to level the playing field so that everyone has access to their government and create more jobs, safer streets, and better schools. He knows how to inspire people to get involved and make it happen. Boilerplate Language

Lets Build a Better Boston

Everyone should have a voice in their government and live in a neighborhood they are proud to call home. Felix Arroyo is a candidate for Boston City Council At-large. He is an experienced community organizer who works hard with people to get things done. He is a life-long Bostonian raised in a family committed to public service his mother is a Boston public school teacher and his father is a former Boston City Councilor. His grandfather was a police officer. His priorities are to level the playing field so that everyone has access to their government and create more jobs, safer streets, and better schools. Join our campaign youll be inspired to get involved and feel as hopeful as we do that we can make our neighborhoods better!

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30-Second Ad Script: I was raised in a family of teachers. Raised to believe every child, every person, has something to give. I was raised in a strong community. Where people pitched in to help out. I believe everyone has the right to live in a neighborhood theyre proud to call home. That everyones voice should be heard. That by bringing people together, we can create the change we want. Thats how I was raised. Its how Ive lived my life. Its how well build a better Boston.

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