Messaging Guide: Know Our Worth (Texas For All)

Despite the advances our opposition has made in the state, every day Texans support our vision for a multiracial democracy — if and when they actually hear it.

Our opponents know voters largely share our values and favor our solutions, which is why they continue to deploy their decades-long divide-in-order-to-conquer strategy of stoking fears in our communities, manufacturing panic about our schools, and pointing the finger at scapegoats, from Black people to new immigrants to transgender youth. As our opposition ramps up attacks on our freedoms and our families, we must break a signal through the noise with a consistent message we all echo across the state. With this guide, advocates across all of our issues can make a proactive, compelling and mobilizing case for leaders in Texas who will represent and govern for all of us, across our races, backgrounds, and genders.

Use the messaging principles, recommended narratives, and specific wording guidance to build cross-racial solidarity, blunt opposition efforts to divide our coalition, and advance a multiracial democracy — whether you’re addressing your local school board, canvassing in your community, or developing content for social media.

Please use this guidance freely and as you see fit! We’re absolute believers that if our words don’t spread, they don’t work and as such we are honored to have you use this language verbatim.