VALUES, VILLAINS, and VISION
Communications consultant Anat Shenker-Osorio developed the 3V messaging framework. Effective 3V messages:
- lead with shared values,
- name the villains and their motives for opposing those values,
- present your vision for a better future.
As linguist George Lakoff says, “People vote based on values, connection, authenticity, trust and identity” – not lists of policies and facts.
BAC’s 3V Messaging Library
The Bay Area Coalition offers 3V statements on the critical issues of our time.