Effective messaging springs from compelling stories.
We tell our story through heroes who share our values, name villains seeking to destroy our democracy, and show our clear vision of the better world we can create together.
Our values guide our path.
American values move us to build a more perfect union. We want and need a government that serves the people. Only a true democracy—one that we can hold accountable—delivers positive public outcomes in our lives.
But there is a faction in America that threatens these values. This long-running faction still seeks to destroy our democracy, subvert our government, and burn down the environment we all live in.
Anti-democracy villains are tearing apart our country.
Who are the villains in our national story?
Anyone who threatens our neighbors, our fellow Americans, or our democracy. Some of these villains are motivated by a thirst for power, others by white nationalism, and many by simple greed. They reveal who they are through their words and actions:
Supporting the Big Lie
Inciting, participating in, or minimizing the January 6 insurrection
Using their official power to make it harder to vote
Celebrating an authoritarian invasion of an independent democratic nation
Passing laws to terrify and harm the most vulnerable and least well-off among us
We name our villains…
Pro-democracy heroes are working for you.
American heroes build democracy through their words and actions:
Standing up for equal rights and just treatment under the law for ALL Americans
Counting and verifying votes fairly, in every election, every time
Investigating the January 6 insurrection and holding all involved accountable under the law
Registering voters and helping them navigate the voting process
Exposing and blocking anti-voter and anti-democracy legislation
Our heroes work for you. Your family. Your future.
We name our heroes…
That’s our story.
Team Coup is for the few: The oligarchs, the one percent, the oppressors.
Team YOU is for the people: for you, for your family, for your future.
Now we need to get our story out there.
A picture’s worth a thousand words.
With the help of professional communicators from red states and blue states, building on our messaging principles, we’ve built messages that tell our story using powerful visuals and clear contrasts. Take a look:
