Winning Hearts and Minds

{{ counter }}

01 · Page oneLarissa

Whose hearts and minds?

Elections turn on swing voters, not supporters. The loudest audience is rarely the movable one.

02 · ConsoleJonathan

We're talking to ourselves

92% of the audience already agrees

8% might actually move

Applause from peers isn't persuasion. The metrics flatter us. They don't move anyone.

03 · Media deskAnna

The fragmented media

Fewer rounds, fewer reporters. The gap they left did not stay empty.

04 · ExhibitJonathan

The “Your Shout” gas ad

Who paid for it. Who it was aimed at. What it asked you to feel, rather than think. Drop the file beside this page as your-shout-ad.mp4

05 · AnalysisJonathan

Anatomy of a scare campaign

01Find a cost, name a villain

02Launder it through a front group

03Buy the marginal seats

04Let the press call it balance

06 · PlaybookLarissa

Beyond the ad buy

Socially dynamic, not broadcast. People carry the message for you.

07 · ResearchAnna

Research-led, messenger-first

Test before you spend. Who says it beats what's said.

08 · Style guideJonathan

Talking points that land

Say Cheaper, cleaner, made here Bills, jobs, and the place people live.

Don't Targets, tonnes, transition Insider vocabulary that asks people to do homework.

09 · The ask · all three

Stop funding silos

Fund ethical, scalable strategy Shift the middle, build ambition