Democratic policy solutions to the challenges parents cite most are much more popular than Republican ideas, but policy alone doesn’t win votes. We must reach voters through their parental identity, and make sure they know who’s fighting for them. Our messaging research consistently shows Democrats can win back parent support in 2024 by clearly communicating that they recognize families’ pain, share a set of values that center on caring for loved ones, understand what parents need, and have solutions that specifically and effectively address parents’ ability to raise a family. Learn more about why this narrative works.

Child Tax Credit: An Emotional Rollercoaster

Why it Works

This video helps viewers vividly picture themselves in a familiar scenario, portrays relatable experiences, and reminds them that family-first solutions like the CTC are achievable because they’ve been achieved before.

Who it Works With

All Parents (+12pp)

A Letter to my Younger Self

Why it Works

This video leverages and emotional appeal of a mother’s journey through parenting, and uses episodic simulation and in-group care to highlight the ways in which all parents face challenges in raising a child. We tested a version of this video that named Republicans directly versus a version that called out “some politicians” for blocking important policies, and saw that naming Republicans moved vote choice by 7pp more than not doing so.

Who it Works With

All Parents (+11pp)

Paid Family and Medical Leave: Van Tour

Why it Works

This video helps viewers imagine a scene or picture themselves in a familiar scenario while also incorporating a bit of humor. We know humor is an effective gateway to engaging persuadable audiences.

Who it Works With

All Parents (+9pp)

Paid Family and Medical Leave: Mom Guilt

Why it Works

This video elicits in-group care among moms through compassionate storytelling, spotlighting how systemic failures are too often experienced as personal shortcomings.

Who it Works With

All Parents (+11pp)

Parents at a School Board Meeting

Why it Works

This video dramatizes the Republicans and their strong relationship with corporate donors based on extensive psychographic research showing parents oppose politicians making decisions based on corporate greed. It leverages a common TikTok role-playing style to personify Republicans, clearly distilling their motivation behind pushing culture wars. It also builds upon voters’ distrust of politicians writ large.

Who it Works With

All Parents (+11pp)

Republican Politicians: Standing in my way to Parent

Why it Works

This video uses episodic simulation and role playing to demonstrate how the decisions of Republican politicians affect parents’ lives at different recognizable milestones of parenthood. The mom in this video finds her power in voting for leaders who will put her family first so she doesn’t have to continue to struggle.

Who it Works With

All Parents (+6pp)

Child Tax Credit: Playground Small Talk

Why it Works

This video leverages an apolitical tone and creates a permission structure for persuadable audiences that expands in-group connection and creates social validation for understanding the political realities of CTC.

Who it Works With

All Parents (+5pp)

Book Bans: Why Aren’t You Listening?

Why it Works

In this video, we explicitly named that the recent surge of book bans was the result of Republican politicians pushing political agendas out of line with parent needs. With such a short video, we wanted to limit any inferences the viewer would have to make and wanted to state plainly who is behind this organized effort.

Who it Works With

All Parents (+5pp)