Your strategy should include the development of 3-4 consistent messages for your campaign that communicate the urgency and importance of implementing a housing trust fund. These messages will be featured in your campaign materials, media work, and in public testimony. They should be simple, easy to understand, and easy to use for members of your coalition. These messages should convey why housing matters by connecting housing to widely held values such as opportunity, reward for work, responsibility to care for the most vulnerable, and fairness.
A consistent set of messages will allow coalition members to stay on messages and speak with one voice. When a coalition stays on message, it not only assures that the intended message is delivered, but it also demonstrates the coalition’s discipline and shared commitment. Furthermore, when messages are consistently repeated, the messages start to reinforce themselves.
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