Great post.
I think I have an idea.
“All of us.”
I’m picturing a black single mom fixing her kids’ school lunches. “I want someone who is going to help make things easier for me to work hard and get ahead.”
Then a white male college student. “I want someone who will help me work hard and get a real job when I graduate.”
Then other people of all races and ages and abilities. A real mix or melting pot. Including white people. “All of us.”
The thrust is a candidate/party who wants to make the path to success and self-reliance easier. “All of us.”
Follow it up with ads showing people feeling divided by groups. “Stop dividing us.” “I don’t have anything against people who are different from me.” “We all want the same thing. A chance to get ahead.”
I love this!! Great branding. It is not deceptive, it is part of the core of who we are, but told in a more “relational” way. Unfortunately just the fact isn’t getting us where we need to be.