Wisconsin Moves Forward
DON’T TAKE THE BAIT
Last month, the Trump regime arrested Milwaukee County Circuit Judge Hannah Dugan. And a week later, they threatened to arrest Governor Evers... for sending a memo. Since then, one thing has become clear: Wisconsin is being used by the regime as a testing ground for what they can get away with. As the swing state with the most narrow margin of victory and the Midwest state with the deepest right-wing infrastructure, how Wisconsin handles the hostile takeover of the federal government by this regime will be a determining factor in how they move forward in the rest of the country,
As people who value our freedom to live safely and joyfully, we must use this moment to demonstrate our strong commitment to our values and those who put their lives and livelihoods on the line for what is right and good. If we are to effectively resist, we must move beyond our collective hesitations and into righteous anger and action.
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UNAFRAID TO BE BOLD
Right now, we are holding the line against fascism. But we all know: as goes Wisconsin, so goes the rest of the country. It's not a responsibility we asked for or one we're necessarily comfortable holding, but it's where we are. As communicators, it is our job to give the rest of the public courage to stand against authoritarianism, and it will only get harder to do that if we don’t adjust our narrative now.
It’s time to move beyond “Midwest nice” and speak with the clarity, courage, and conviction this moment demands.
Here’s how we make the shift in our public communications:
We wrap ourselves in a Wisconsin identity and lean into our state patriotism.
We stop prioritizing politeness over principled defiance.
No more lukewarm appeals to civility that dilute urgency.
We are righteous, not timid, in defense of our state and our communities.
We speak plainly in ways that people resonate with and will repeat.
We are ok with and strategic about using coarse language.
We do not cede to the status quo that got us here.
We are ok with losing some of our members/followers in the short term to gain momentum with & power for the majority of Wisconsinites who are desperate for someone, something, to stand up against fascism boldly and unapologetically.
NARRATIVE #1
We must not let this regime turn what should be a government of the people into a weapon against us-- as they have by abducting our neighbors, letting billionaires loot our healthcare and retirement, and arresting officials for intimidation purposes. They want to control everyone who doesn’t think, look, or live like them. Joining together, we must confront these bullies and protect our freedoms, families, and futures.
Supporting Posts
Judge Dugan’s arrest is part of a fascist effort to intimidate, bully, and bankrupt everyone who doesn’t think, look, or live like them.
From arresting a sitting judge to abducting parents and college students, to deporting children who are US citizens, this regime of billionaire bullies wants to silence our voices and threaten the people who serve our communities.
This regime has again shown time and time again that they want to rule over us, not represent us. We will not let them take away our freedoms.
This regime doesn't want to represent us; they want to rule over us, and we aren't letting them take away our freedom.
NARRATIVE #2
As the regime in Washington sharpens its arrows with Wisconsin in its sights, it had better think twice. They think it can weaponize the feds against us, but we are not letting that happen. We may have beef with each other sometimes, but when federal outsiders come for our state, we stand shoulder to shoulder.
Don’t confuse our Midwest nice for weakness. Wisconsin moves forward, not backward, into fascism. And we will stand united against anyone who tries to come for us.
Supporting Posts
Wisconsin wears shorts in 10-degree weather and eats raw beef sandwiches. Do not mess with us.
There are 3.5 million cows in Wisconsin. We know bullsh!t when we smell it.
Wisconsinites don’t back down from anything. We still pick a fight about the 1998 Super Bowl when we meet someone from Denver.
Do not confuse our Midwest nice with compliance. Wisconsin moves forward, not backward, into fascism.
DOs and DON’Ts
DON’Ts
Silo each event/attack or make the elected officials (Judge, Governor) the sole targets.
Focus on the process by saying arresting elected officials is “unacceptable”- it undermines the concept that no one is above the law.
Repeat the regime’s framing - “rule of law” is not mobilizing and risks muddying the conversation with both sides claiming to be for the same concept.
DOs
Create a broader story with your audience and the desired agents of change as the protagonists: this is an attack on Wisconsinites.
Focus on outcomes by calling this an attack on our freedoms.
Call for justice and demand to move forward!
EVERGREEN GUIDANCE
LEAD with shared values — such as community, safety, prosperity, equity, justice, or fairness — in a way that names race and class while bringing people together.
FOCUS on the creation of good — delivering jobs and healthcare, funding schools and communities, creating a process where every Wisconsinite can safely and freely cast our ballot, etc. — tangible positive outcomes, rather than the amelioration of harm (e.g., “provide for every child so they can achieve their dreams” instead of “fix our broken system”)
CAST ‘we the people,’ everyday Wisconsinites, as protagonists: Only by acting together can we move Wisconsin forward — in contrast to how our opposition is trying to hold us back. We turned out in record numbers to elect leaders to care for us and act in our interests. We pulled together throughout this pandemic to deliver meals, support neighborhood businesses, support our kids and care for loved ones. That’s why it’s so important that we bring our neighbors and communities into the story as its main actors and as active agents who can and will change the outcome.
CHARACTERIZE the opposition: Who is violating our values? How are they doing it? What is their motivation? What role does race play? These are all questions we need to answer clearly (without jargon!) in our messaging.
DEFINE + DELIVER: define this moment as a pivotal crossroads and deliver a positive, inspirational vision for the future we will create together for a Wisconsin where we all can thrive. We believe that we will win.
AVOID the opposition frame (e.g., crime, riots, government waste, freeloaders) and PIVOT to our frames of freedom, safety, community, etc. They want us to use their language- even if it’s a lie- so the narrative fights stay in their frame of fear.
DO NOT REPEAT accusations, even to refute them. (e.g., do not say “crime is....”)
AVOID the 'recipe': as always, say the brownie, not the recipe. The freedom to vote, rather than the abstraction of democracy. The ability to see a doctor when we need it, rather than simply saying expand healthcare.
DO NOT start with or get stuck in despair: people know something is wrong already. The job of a good narrative is to remember that we are not in a facts fight– we know the truth is on our side already (and if facts were all we needed, we would already have the world we want). Our job is to pull people out of despair and into a shared feeling of hope and potential.