TO: DNC Campaign Staff, Midterms 2022

FROM: DNC Campaign Committee

IN RE: Midterm Messaging Adjustments

In light of recent poll figures — and some of the referendums we’ve seen in Kansas, etc. — we thought we’d like to share with you some of our conclusions.

We’ve been testing some of our most prevalent themes with Likely Voters and Independents, and what we’ve discovered is that a lot of crucial swing voters think we’re weird.

Our research indicates that “weird” and “bizarre obsessions with sex” were key identifiers when LVs, Inds, and Swings were asked the following question: “How do you perceive the brand identity of the Democratic Party?”

For instance, many voters have expressed fears about the economy — especially inflation — and continued anxiety about energy prices, education policy, crime, and security threats from overseas. Transphobia, plastic straws, and the use of land acknowledgments continue to be much lower on the matrix of voter concerns.

What we’re suggesting, at least until the midterm races harden in late October, is a de-emphasis on the weirder stuff, especially for Red–Purple contests.

Language that seems to be resonating with LVs, Inds, and Swings includes the following: “normal,” “America,” “math and stuff,” “hamburger,” “guy,” “reasonable,” “vanilla,” “cop,” “not so much,” “boy,” “girl,” and phrases that suggest compromise. Language that seems problematic to these voters includes “fetus,” “penis,” “toilet,” “culture war,” “pronouns,” “male lactation,” “pre-K sex education.”

This will be a challenge, we know. Some will suggest that we are advocating a rhetorical move to the center as the autumn campaign heats up. Our research, along with recent political events, suggests that this is necessary. We can go back to being weird after a successful midterm mandate.

TO: RNC Campaign Staff, Midterms 2022

FROM: RNC Campaign Committee

IN RE: Midterm Messaging Adjustments

In light of recent poll figures — and some of the referendums we’ve seen in Kansas, etc. — we thought we’d like to share with you some of our conclusions.

We’ve been testing some of our most prevalent themes with Likely Voters and Independents, and what we’ve discovered is that a lot of crucial swing voters think we’re weird.

Our research indicates that “weird” and “bizarre obsessions with Hunter Biden” were key identifiers when LVs, Inds, and Swings were asked the following question: “How do you perceive the brand identity of the Republican Party?”

For instance, many voters have expressed fears about the economy — especially inflation — and continued anxiety about energy prices, education policy, crime, and security threats from overseas. The January 6 committee, the Russia hoax, and Viktor Orbán continue to be much lower on the matrix of voter concerns.

What we’re suggesting, at least until the midterm races harden in late October, is a de-emphasis on the weirder stuff, especially for Blue–Purple contests.

Language that seems to be resonating with LVs, Inds, and Swings includes the following: “normal,” “let’s all take a deep breath,” “I can live with that,” “hamburger,” “post-Trump,” and phrases that suggest compromise. Language that seems problematic to these voters includes “assault weapon,” “MAGA,” “KAGA,” “Eric,” “Don Jr.,” “Ivanka,” and anything with a hashtag.

This will be a challenge, we know. Some will suggest that we are advocating a rhetorical move to the center as the autumn campaign heats up. Our research, and recent political events, suggests that this is necessary. We can go back to being weird after a successful midterm mandate.