We Make Michigan Messaging Guide (2020)
We Make Michigan is a fully executed brand to express a new, winning narrative for the state of Michigan. The brand and this messaging guide are based on rigorous research into perception and persuasion, and provide specific recommendations to engage our base and persuade the middle. The core of this work is the Race Class Narrative, an approach that weaves together economic empowerment, racial justice and gender equity, using language proven to work to mobilize and persuade voters.
We Make Michigan was developed in partnership between ASO Communications, We the People MI, 482Forward, Detroit Action, SEIU, Michigan Environmental Justice Coalition, Rising Voices of Asian American Families, and Race Class Narrative Action.
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