The "Romney Rule"

Leading GOP presidential contender Mitt Romney is a multi-millionaire, but he pays a lower tax rate than middle-class American families and he wants to keep it that way. Americans who represent the other 99% of America have had enough. #OccupyWallSt

CORE MESSAGE

What's the opposite of the Buffett Rule? The "Romney Rule."

Define: The "Romney Rule" says that millionaires like Mitt Romney deserve to pay lower taxes than working middle-class families. It's the opposite of the Buffett Rule, which says middle-class families shouldn't pay higher taxes than any millionaire.

Contrast: Millionaire Mitt Romney thinks he should pay lower taxes than a maid or a master sergeant. That's exactly the kind of thinking that ordinary Americans are joining together to stand up against.

Connect: Americans are beyond angry and frustrated with not being heard by the people they elect who only listen to the millionaires and corporate sponsors like the Koch Brothers who fund their campaigns. 

Explain: That's why you're seeing Americans from unemployed people to airline pilots taking to the streets.

Core values: America was founded as a country where we reward hard work more than how much money anyone's family has. Americans get it. Millionaire politicians and their Wall Street backers need to get it too.

Tweet: #OccupyWallSt more popular with voters than TeaParty, Romney, or GOP Cong b/c protestors fighting for ppl and others fighting for $ & power.

QUOTE OF THE DAY

Romney's take on #OccupyWallSt: "I'm just trying to get myself to occupy the White House." 

WHAT YOU NEED TO KNOW

• #OccupyWallSt protestors are viewed more favorably by American voters than the Tea Party and Republicans in Congress.
• Romney is the wealthiest candidate on the GOP primary ballot bringing in between $9.6 million to $40 million in 2010.
• Romney paid about 14% of his income in federal taxes in 2010, according to estimates by tax experts.
• Millionaires and billionaires are raking in higher incomes and skyrocketing bonuses while paying the lowest income tax rates in generations.
• The richest 400 Americans have more wealth than half of all Americans combined.
• 27 major national polls show that Americans believe we need to raise taxes, including a recent poll that shows 70 percent want to end tax giveaways to millionaires.

We develop messaging by aggregating, analyzing and distilling polling, tested messaging, and expert recommendations, and monitoring the media to identify what is and isn't working.  See here for some of the experts and organizations we draw on.