11. Communicate the Message

The purpose of this exercise is to build messaging that resonates with and sparks action from your audience.

Your messages are the cornerstone of your campaign. Being intentional about the words you use and how you use them will help audience members resonate with your issue. When your message connects deeply with your audience, there is a greater likelihood of them taking action.

The Exercise

1. Ask each participant to take a piece of paper and fold it to create six columns and six rows. This can be done by folding the paper in half, then in thirds. Open the paper, turn it 90 degrees, then fold it in half and thirds again.

2. To set up the exercise, have each person draw an X in the upper left corner box and then write the five Issue Statements (aka “How Might We” statements from Ex. 4), one in each box across the top of the page (as if they were column headers), skipping the first block with the X. Then, underneath the X down the left side, have the person write their name.

3. Ask each participant to write a headline or slogan, as if it were something you would see on the side of a bus, or on a billboard, or as a headline to a news story. You don’t have to worry about getting creative, just capture a message about each statement and write it in the row with your name on it, underneath the corresponding “How Might We” statement. You should have one slogan under each statement. Consider including some data in your slogan if it feels right.

4. After everyone is complete, ask participants to pass their paper to the person on their left. Have each person write their name underneath the name of the person from whom they just received the paper.

5. Ask the participants to consider descriptions from the personality and tone exercise (Ex. 10). Can you rewrite the headline or slogan so that it better reflects the Personality & Tone that you’ve identified? Write your concepts in the row with your name on it underneath the corresponding statement.

6. After everyone is complete, repeat the cycle of passing papers, adding names, and trying to improve upon the headline concepts three more times (or until everyone has had a chance to contribute).

7. When finished, return the paper to the original owner of the paper.

30 minutes

- Sticky Notes

- Markers

- Regular copy paper

Notes: