With a challenging task ahead and limited time to prepare, the Democratic Party faced the formidable challenge of reintroducing Kamala Harris to the American public. With an approval rating hovering around 35%, it was crucial to redefine both her and the party’s vision for the future. This moment provided an opportunity to reshape their entire campaign narrative. This was the Democrats’ chance to reframe and reset their entire campaign. 

To accomplish this, the Democrats implemented four smart and strategic shifts in their language and messaging strategy, effectively transforming the collective voice of their campaign. Here’s a look at the strategic thinking behind those shifts and their collective impact. 

Shift #1 – From Fear to Empowerment: Emphasizing Hope and Joy 

The previous messaging painted a grim picture of a second Trump presidency, instilling fear in all of us. At the DNC, the focus shifted toward optimism, encouraging us to transition from a mindset of fear to one of empowerment rooted in “hope and joy.” Here are some notable examples: 

• Michelle Obama: “America, hope is making a comeback.” 

• Bill Clinton: “Here are our problems; solve them. Here are our opportunities; seize them. Here are our fears; ease them. Here are our dreams; help us make them come true.” 

• Oprah Winfrey: “Let us choose joy!” 

Shift #2 – From Defending Democracy to Fighting for Freedoms 

Earlier this year, the concept of democracy was starting to feel tired and abstract, with Biden repeatedly emphasizing our need to defend it. Meanwhile, Republicans emphasized a narrative focused on personal freedom. The Harris campaign with the help of Beyonce, successfully reclaimed the freedom narrative, as they focused on fighting for our individual freedoms including the freedom to vote, marry who you want, read any book you want, and crucially, to make choices about reproductive health (cleverly called reproductive freedom). Some key examples of this shift include: 

• Josh Shapiro: “While [Trump] cloaks himself in the blanket of freedom, what he’s offering isn’t freedom at all. Because it’s not freedom to tell our children what books they’re allowed to read, it’s not freedom to tell women what they can do with their bodies … it sure as hell isn’t freedom to say you can go vote, but he gets to pick the winner.” 

• Oprah Winfrey: ”Every now and then, (freedom) requires standing up to life’s bullies.” 

Shift #3 – From “I” to “We”: Collective Empowerment 

For nearly a decade, the Republicans’ campaign approach has focused on rallying around a single man, Donald Trump, who can “make America great again.” Before Biden stepped down, his team was positioning him as the only one who can beat Trump, often focusing on how he had done it before. Messaging on both sides centered around the single leader in the fight. The Democrats strategically pivoted to an emphasis on “we,” highlighting the collective action necessary to confront the challenges ahead. This approach fosters inclusion, as illustrated by the campaign’s key slogan: “When we fight, we win.” Other examples of this inclusive language: 

• Kamala Harris: “Together let’s write the next great chapter in the most extraordinary story ever told.” 

• Tim Walz: ““It’s the fourth quarter. We’re down a field goal, but we’re on offense and we got the ball… Our job, for everyone watching, is to get in the trenches and do the blocking and tackling.” 

Shift #4 – From Complacency to Urgency: Activating the Base 

The Democrats recognized there was a sense of complacency and even despair within their base and needed to create a greater sense of urgency. The messaging shifted from “We can win because we’ve done it before” to “Let’s make sure we don’t lose like we did before.” They’re framing this election as “a fight for your lives,” emphasizing that every vote matters and urging active participation. This sense of urgency was driven home by messaging that included: 

• Kamala Harris: “In many ways Donald Trump is an unserious man. But the consequences of putting him back in the White House are extremely serious.” 

• Michelle Obama: “Don’t sit around and complain about things. Do something!” 

To show some of these shifts in action, we’ve curated a video featuring the “Top Moments of the DNC,” focusing on these powerful language shifts and showcasing how the right language can create memorable, impactful moments. Click here to watch it. 

And if you need help crafting the right language to move your audience to action, contact us. We specialize in making your message resonate, ensuring your audience listens, cares, and acts.