Words are powerful.

We’ve all heard it before, and most progressives believe it to be true. But do we truly consider and weigh the words we use as we try to fight back against the American authoritarian regime that is now in power? Are we using the right vocabulary as we confront our leaders? Are we connecting with or alienating our fellow citizens as we try to sway them to join us in our fight and to vote on the side of democracy? 

Amazingly, we don’t have to figure it out for ourselves. Some brilliant minds have done it for us and have provided a comprehensive set of “Messaging Guides” as a blueprint.

ASO Communications is a communications and messaging-focused group that helps progressive organizations and leaders find the most effective ways to communicate about social and economic justice. Led by Anat Shenker-Osorio (author of Don’t Buy It: The Trouble with Talking Nonsense About the Economy), the company conducts extensive research, testing, and surveys to determine the most effective ways to communicate about progressive ideas and goals. 

“Applying tools from cognition and linguistics, we uncover where people are capable of going and how to use our words, images and stories to move them,” states the ASO website. “Progressive messages often lead with ‘no’ and ‘don’t.’ We rely on fear and anger — reactive emotions. To sustain long-term movements, we must shift from cataloging what we’re resisting to painting a desirable portrait of the world we seek.”

The ASO “Messaging Guides” cover all of the major issues driving our movement, Including Immigration Rights, Climate Justice, Gender Justice, Education, Human Rights, and much more. 

Take advantage of this rich resource to guide and inspire you. You might also want to check out the “Media Appearances” tab, to glean more, or listen to Shenker-Osorio’s podcast, Word to Live By, also on the ASO website. 

~ Marilou Carlin