by Elizabeth Arledge
Pollsters Lake Research Partners and The Tarrance Group recommended a 9-second soundbite and 2-minute elevator pitch for building awareness of civil legal aid.
(Download the presentation slides.)
In 2013, The Public Welfare Foundation and The Kresge Foundation commissioned a study to assess knowledge of civil legal aid among voters, and to develop messaging that can be used to build awareness and support. Lake Research Partners and The Tarrance Group jointly conducted the research.
Based on the research, Lake Research Partners and The Tarrance Group provided message recommendations for building awareness of the important role of civil legal aid. They recommend using this nine-second soundbite:
Civil Legal Aid assures fairness for all in the justice system, regardless of how much money you have.
They also developed a two-minute “elevator speech” –
Civil Legal Aid assures fairness for all in the justice system, regardless of how much money you have. It provides access to legal help for people to protect their livelihoods, their health and their families. Civil Legal Aid makes it easier to access information – whether through easy-to-understand forms, including online forms; legal assistance or representation; and legal self-help centers – so people can know their rights. Civil Legal Aid also helps streamline the court system and cuts down on court costs. When we say the Pledge of Allegiance we close with “justice for all.” We need programs like Civil Legal Aid to ensure that the very principle our founding fathers envisioned remains alive: justice for all, not the few who can afford it.