We need to calculate a Federal Government BMI index and show that the US is way overweight compared to its betters (Switzerland comes to mind).
I favor a simpler visceral emotional approach. People don’t trust government and we have tons of recent examples to campaign on. Just speak to the people in a populist fashion. Also it shouldn’t be hard to come up with some populist policies around limiting government, its monitoring, its intrusion, its size. Make it personal.