2024 Messaging Guide

Ahead of Election Day, NewDEAL Leaders released a messaging guide on how to effectively connect with a broad majority of voters on critical issues such as the economy; crime and public safety; abortion access; and repairing our democracy.

In compiling this guide, NewDEAL Leaders engaged with political strategists, Democratic party leaders, and – critically – state and local elected officials. The guide pulls together data based on polls along with real-world examples from candidates and experts using language and ideas that connect with voters across the political spectrum.

The 2024 Messaging Guide begins with three key takeaways:

1. Lead with the Economy: It is imperative to understand voters’ concerns, and also highlight how Democrats can and have delivered positive results for working families.
2. Focus on Freedom: From reproductive rights vs. abortion bans to investing in schools vs. book bans, it is clear that Democrats are on the side of protecting and expanding freedoms while Republicans are trying to limit freedoms.
3. Draw Contrasts: Voters will face not just two options for president on their ballot but two visions of the country up and down their ballots: one built on misinformation, bigotry, and empty promises – as outlined in the Trump-endorsed Project 2025 playbook – and another built on freedom, democracy, and opportunity.