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Challenge: T4 turned to M+R to develop consistent language that would change how policymakers think about transportation reform and establish a winning platform to advance new transportation policies and smooth the way for a healthy transportation system that is ready for the rapidly changing economy of the 21st century.
Strategy: First we conducted a thorough assessment of the campaign’s short and long-term goals, legislative priorities and key audiences and interviewed key stakeholders. Then we worked with T4’s leadership, advisory board members and other partners to identify the strengths and weaknesses associated with T4’s existing messaging, incorporate poll results from the field on specific language and craft compelling messaging for both internal and external use.
Results: M+R created a ”conversation toolkit” to guide both established campaign voices, as well as new staff and partners, through a range of situations, including both written and oral communications settings. The guide outlined the campaign’s audiences, mission and vision statements; potential conversation components and responses; and language to overcome opposition. Over time, M+R worked with T4 to refine and adapt this language to accommodate the changing political landscape and advance winning legislative priorities.