Begin with shared values
The best messaging spotlights the importance of civil legal aid while inspiring and motivating key audiences. Learn how to craft powerful messages using the Value, Problem, Solution, Action (VPSA) model pioneered by the Opportunity Agenda. Here’s how it works:
- Begin with shared values.
- Introduce the problem and frame it as a threat to our values.
- Present one or two facts that people can digest.
- Pivot quickly to solutions and then concrete actions your audience can do.
Simplify your message
This is our most important advice to advocates. General assignment reporters may know little about legal aid. Show how legal aid helps protect people’s livelihoods, health, housing and families.
Shorten your message
We hired top national pollsters who developed this nine-second statement on what civil legal aid does:
Civil legal aid helps ensure fairness for all in the justice system, regardless of how much money you have.”