We Make Our Futures
Framing the 2024 Election
Key Recommendations and Findings
1. Lift Up Recent Legislative Wins — When it comes to legislative accomplishments, voters see most positive impact from policies around voting rights and education. Expanding and protecting the right to vote, guaranteed free school meals, and increased public-school funding are top accomplishments. Importantly, recalling past victories abates cynical feelings of voters’ lack of agency and our government’s ability to get things done. Mention of recent wins should also point to momentum of show up to do more.
2. Highlight the Contrast between Futures, Not Candidates — Make the very real case that this election is about two potential futures: one of freedom vs. one of control. MAGA Republicans continue to wage attacks on the our freedoms and have made it even clearer through Project 2025 they have every intention to take away and claw back much of the progress we’ve made. On the other hand, we have another future where we can continue to work to protect and expand our freedoms. Our freedoms to decide if and when we grow our families, to have clean water to drink and clean air to breathe, to vote, to love who we to love, to allow our children to learn and grow in our schools, to move and give our families a better life, and to care for ourselves or family without going bankrupt. This is election is not about any single candidate but the agency and power of voters to come together across differences to decide to fight for our freedoms together.
3. Link Republican Candidates to Trump — Connecting Republican candidates to Trump has a positive impact with persuadable and swing voters. 39 percent say they would be less likely to vote for a candidate who endorsed Trump, only 22 percent would be more likely, and 35 percent say it makes no difference.
4. Connect Wealthy Corporations as a Villain to Outcomes — People feel corporations have too much power and they are an effective villain. But without context, just naming corporations as bad actors can activate competing frames (woke corporations). Instead, activate concerns around corporate greed by connecting to an unpopular Republican agenda on prescription drug prices and insurance corporations being able to deny.
Message Examples
Getting Things Done
No matter what we look like or where we come from, most Minnesotans work hard for our families, and we want our leaders to work hard for us too. But while Minnesota Democrats worked together to pass laws that solve problems, curb corporate overreach, and help people across Minnesota, MAGA Republicans are focused on dividing us and taking away our freedoms. We need to elect leaders who focus on solving problems, like making health care, childcare, and our lives affordable, and strengthening our public schools instead of focusing on banning books, regulating bathrooms, and banning abortion.
Freedom, Not Control
Minnesotans know that we are stronger when we work together and are there for one another through good times and bad. But today, MAGA Republicans try to control us by imposing their agenda that threatens our freedoms. They want to control when and if we can start a family and ban books in our schools, and keep us from coming together to demand a government that protects our freedoms. Our vote is our power. When we join together as voters, we can elect leaders who ensure every Minnesotan has the freedom to thrive, no exceptions.