Introduction
Connecting with progressive voters requires more than stating policies—it demands communication that resonates with their core values, emotions, and aspirations. This guide shares proven ways to help Green Party candidates communicate effectively with voters.
1. Values-Based Framing
What It Is:
Framing policies in terms of widely shared progressive values like fairness, equity, compassion, sustainability, and community.
How to Do It:
- Connect each policy clearly to progressive moral values.
- Show how policies reflect and uphold these shared values.
Example:
“Everyone deserves a safe, affordable home because housing is a basic human right—not a commodity for corporate profit.”
2. Positive & Aspirational Messaging
What It Is:
Focusing communication on hopeful, positive visions of the future, rather than fear or negativity.
How to Do It:
- Highlight opportunities, solutions, and positive outcomes.
- Emphasize what can be achieved, not just what’s wrong.
Example:
“Together, we can build a thriving economy powered by clean energy.”
3. Clear & Concise Language
What It Is:
Using simple, straightforward language that is easy to understand.
How to Do It:
- Aim for a readability level between Grade 6 to 9.
- Avoid jargon, overly technical terms, or abstract language.
- Keep sentences short (ideally under 25 words).
Example:
- Write: “We’ll help families with affordable childcare.”
- Avoid: “Our policy seeks to alleviate economic burdens associated with childcare expenses.”
4. Authenticity & Trustworthiness
What It Is:
Communicating with sincerity, honesty, and transparency to build trust and credibility.
How to Do It:
- Speak plainly and directly.
- Admit when you don’t have all the answers.
- Avoid overly polished or bureaucratic language.
Example:
“I will always be honest with you and I won’t pretend to have all the answers. If something isn’t working, I’ll say so. If a policy needs fixing, I’ll fight to fix it. You deserve an MP who doesn’t just say the right things—but does the right things. That’s the kind of MP I’ll be.”
5. Storytelling & Emotional Resonance
What It Is:
Using personal stories and narratives to connect emotionally with voters.
How to Do It:
- Share relatable experiences to illustrate policy impacts.
- Humanize policy issues with real-life examples.
- Clearly link these stories to policy solutions.
Example:
“When my neighbour was forced to move out of her apartment, she worried she’d have to leave our community because rental prices are so high. Co-operative housing changed that—offering her stability and letting her stay close to family and friends. That’s why we need to invest in co-operative housing: it gives people security, affordability, and helps them stay in their communities.”
6. Structured Messaging (Problem–Values–Solution)
What It Is:
A way to clearly communicate about issues using a structured framework
How to Do It:
- PROBLEM: Clearly state the issue.
- VALUES: Connect the issue to shared progressive values.
- SOLUTION: Propose specific, actionable solutions.
Example:
“Too many Canadians have to choose between paying for their medications and covering basic needs. No one should be priced out of essential treatment. That’s why we will establish universal pharmacare, ensuring that every Canadian can access the prescriptions they rely on.”
7. Concrete & Specific Commitments
What It Is:
Making precise, measurable commitments rather than general promises.
How to Do It:
- Include clear, measurable outcomes.
- Reference credible evidence supporting your commitments if appropriate.
Example:
“We will invest $1 billion annually to build 50,000 affordable, modular homes.”
8. Collective Voice & Community Orientation
What It Is:
Using inclusive, community-focused language (“we,” “us,” “together”) rather than individualist framing.
How to Do It:
- Consistently emphasize collective effort, shared responsibilities, and common goals.
Example:
“Together, we can take bold action on climate change and build a better future for everyone.”
Conclusion
Effective political communication is not just about what you say—it’s about how you say it. By grounding your messages in shared values, speaking with authenticity, and using plain language, you can connect with voters in a way that inspires trust and action. When we communicate with clarity and purpose, we don’t just inform—we motivate, mobilize, and build the movement!
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