Messaging Guides

Progressive Messaging Handbook

Messaging This Moment Progressive Handbook

Understand the words that work, in what order, and why for progressive campaigns across issues. 

Immigrant Rights Style Guide


Learn how to talk about immigrant rights in the context of today's toughest political fights. 

Human Rights Messaging

Arm extended with pride flag painted inside wrist.

Explore the common mis-steps and fixes for talking about human rights

Race-Class Narrative


Core Findings

Read topline results here

Over the last year,  Ian Haney López (author Dog Whistle Politics) and Demos partnered with ASO Communications to explore how people think about race, class and government. Our findings conclusively demonstrate that talking about race isn't merely possible -- it's essential to progressive victories. 

Ian and Anat's Washington Post Op-Ed: The Answer to GOP dog whistles? Democrats should talk more about race, not less

Detailed Results

We conducted this research both nationally and through a deeper dive in four states: California, Indiana, Ohio and Minnesota.

Full national report (c4 version)

California full report (c4 version)

California handout (c3 version)

California LiveStream Presentation

Indiana full report (c4 version)

Indiana handout (c4 version)

Ohio full report (c4 version)

Ohio handout (c4 version)

Minnesota full report (c4 version)

Minnesota handout (c4 version)

Race-Class Presentation

See all of the findings on the race-class narrative in this recording of Anat's sold out lecture in Melbourne. 

Q&A on Race-Class

Post Melbourne lecture, watch Anat address some lingering (and common) questions about the new race-class research.

General Research Findings

Framing 101


Learn the basics of framing in this online class, with readings and exercises from the Resistance School.

Framing Climate Change


Walk through the winning arguments to put "damage to the climate" top of mind  and inspire desire for policy solutions. 

Messaging for Campaigns


Discover why Democrats try to win by understanding public opinion while Republicans win by reshaping it.

Messaging "for the children"


Examine why the go-to "invest in kids" message we rely on isn't just mealy-mouthed, it's backfiring. 

Messaging Money Matters


Understand how the passive way we describe problems undermines our calls to solve them. 

Advocating for Asylum


Explore findings from research in Australia to fire up the base and persuade the middle.