One Pagers

Branding "Home Front" Funding

August 02, 2012 10:06 am ET
The WSJ reports that a new nonpartisan, independent study shows "Mitt Romney's tax plan would benefit the rich and hurt the poor and middle class, no matter how current blanks in the plan are filled in." In contrast, here's messaging on the programs that benefit all Americans and why funding these priorities is so vital.


Stronger language*: "Home front" funding; Investments in America;
American community investments; The stuff that runs the country

 Weaker language: Non-Defense Discretionary Programs; NDD programs

* "Home front" funding is plain spoken and instantly understandable to average people as funding for the things and people we need to run our country while invoking patriotism and our commitment to strengthening America not just abroad, but at home.


Home front funding: because we invest in the things we value, and we value America.

Define: Home front investments - funding for our schools, cops, bridges, and medical research - are our shared investment in America's future.

Illustrate: We invest in research so America can lead the world in innovation, in our schools so our children can get educated, and in our roads and bridges so our businesses can move their products.

Explain: Investments in America's home front strengthen and benefit us all -- they drive our global competitiveness, create opportunities for businesses, and help our families stay healthy and safe.

Expose: Washington Republicans want to cut our investments in America's home front, just to give the richest few even more special tax breaks the rest of us can't get.

Contrast: Just how much less would be good for our country? How much less research do we need to save lives, fewer firefighters to keep our homes safe, and less infrastructure to keep our economy competitive?

Bottom line: You don't invest less in the things you value, and we value America.

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ATTACK: "Defense spending cuts will kill millions of jobs."

  • Let's be clear why we're even dealing with these sequester cuts: Republican leaders' refusal to put the military before millionaires and end tax breaks for the richest 2%. They admit to it -- even Sen. Lindsey Graham said "my party has their fingerprints all over it."
  • So let's enact smarter defense spending cuts that keep us focused on 21st century threats. With the Iraq War ending and Afghanistan drawing to a close, it's in our strategic interests to build the leaner, more agile force that our military leaders want.


  • The "sequestration" or automatic spending cuts were enacted by the debt deal that Congressional Republicans forced into place last summer after threatening default on the nation's debt.
  • As a result of the sequestration, most programs face across-the-board cuts of $1.2 trillion starting in January -- even though these programs have already been cut by $1 trillion.
  • These home front programs account for only 4% of the nation's total economic output but serve all Americans by funding national priorities like medical and scientific research; education and job training; infrastructure; public safety and law enforcement; public health; weather monitoring and environmental protection; and housing and social services.
  • The sequestration's automatic funding cuts will have harsh consequences for these home front priorities --
  • Instead, Republicans in Congress want to give the richest people in our country even more tax breaks -- $1 trillion more just to the richest 2% alone. 

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.


Posted in - Health Care - Taxes - Economy - Education - National Security - Jobs

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