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In your marketing and public relations efforts, remember to talk about values, not just programs. Research from George Lakoff, a professor of Linguistics at University of California, Berkeley, has found that this strategy is much more effective in moving and motivating people. You can use it to your advantage as you inform the public about your vote.

VALUES TO EMPHASIZE

Freedom
Opportunity
Service
Cooperation
Trust

Respect
Responsibility
Fairness
Greater good
Hope
Integrity
Justice
Equality
Communication
Open Government
Protection
Strength
Fulfillment
Community
Honesty
Prosperity
Empathy
Compassion

 

 

 

 

WORDS WITH IMPACT

active(ly)
activist
building
candid (ly)
care (ing)
challenge
change
children
choice/choose
citizen
commitment
common sense
compete
confident
conflict
control
courage
crusade
debate
dream
duty
empower (ment)
fair
family
freedom
hard work
help
humane
incentive
initiative
lead
learn

 

legacy
liberty
light
listen
mobilize
moral
movement
opportunity
passionate
peace
pioneer
precious
premise
preserve
principle (d)
pristine
pro-(issue): flag, children, environment, reform
prosperity
protect
proud/pride
provide
reform
rights
share
strength
success
tough
truth
unique
vision
we/us/our

 

 

 

This toolkit was created on behalf of the 2005-2007 Getting to Yes (GTY) project. GTY is funded by Federal Library Services and Technology Act funds, awarded to the New York State Library by the Federal Institute of Museum and Library Services.

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