Protesters kneeling with heads down and fists raised
Photographer: Clay Banks (colour grading/touch ups)

Our
Approach

Large windmills across farmland
Photographer: Gonz (colour grading/touch ups)

Don’t Take The Temperature,
Change It

Conventional wisdom says to meet people where they are. But, on most issues, where they are is unacceptable. Applying tools from cognition and linguistics, we uncover where people are capable of going and how to use our words, images and stories to move them.

A black hand and a white hand making peace signs
Photographer: Priscilla Du Preez (colour grading/touch ups)

What You Fight,
You Feed

Progressive messages often lead with “no” and “don’t.” We rely on fear and anger — reactive emotions. To sustain long-term movements, we must shift from cataloging what we’re resisting to painting a desirable portrait of the world we seek.

A single dried dandelion with petals being blown by wind
Photographer: Saad Chaudhry (colour grading/touch ups/elements altered)

Engage The Base,
Persuade The Middle

If your words don’t spread, by definition, they don’t work. To break a signal through the incessant political noise requires constant repetition. That’s why our messages must persuade the middle while also energizing the base.