v v Health Care Messaging & Persuasion Workshop

v v 2 Agenda for Today: I.Why Health Care Persuasion II.Our Message: Health Care Reform III.Tying it All Together: Structuring Your Conversations IV.Practice

v v 3 What is our ultimate goal, and how do we achieve it?

v v 4 Persuasion is a key part of our “Voter Contact Phase”

v v Strong support among Women is critical to our success nationwide 5 Women consistently represent a majority of the electorate Support among Women dropped significantly in 2010 Source: CNN 2004 and 2008 National Presidential Exit Polls, CNN 2006 and 2010 National Congressional Exit Polls Women as % of the electorateDemocratic support among Women

v v 6 Health Care Reform is a central point of confusion for Persuadable Voters and women Source: Kaiser Family Foundation Health Tracking Poll, November 2011 Sample: n= 1,209 adults So far, would you say you and your family have personally benefited from the health reform law, or not? 11% 85%

v v 7 Source: Kaiser Family Foundation Health Tracking Poll, November 2011 Sample: n= 1,209 adults Do you feel you have enough information about the health reform law to understand how it will impact you personally, or not? 55 % No 44 % Yes Voters are uninformed about the Affordable Care Act

v v 8 Support for the Affordable Care Act increases dramatically when we convey our message and provide information Source: BSG Poll #2328, July 2011 Sample: n= 800 voters in the 2008 presidential election and likely 2012 voters 92% 73% 74%

v v Women most want to hear from women like themselves, which is why women-to-women outreach is effective Women like yourself Your husband or other men in your life Teachers Your local newspaper Your minister or pastor Michelle Obama Firefighters and police officer Nurses Ann Romney None Preferred Source of Information In addition to the candidates themselves, here are some people you might hear from as the election gets closer. Which are you most interested in hearing what they have to say, choosing your top two: [Multiple Response] *All figures on this slide are only of women respondents

v v The Challenges We Face: What is most intimidating about persuasion calls to other women? What has worked as you’ve engaged friends and neighbors in persuasive conversations?

v v Typical Approaches to Challenging Persuasion Calls

v v 12 Our Health Care Message is based on the President’s Middle Class Values Contrast: President Obama refuses to go back to the days when health insurance companies had unchecked power. He’ll continue to stand up to Republicans working to take away benefits and protections that are already helping millions of Americans. The President believes Affordable health insurance you can rely on is part of the middle class bargain Americans who work hard and pay their premiums should have the security that comes with good health care

v v Women are most persuaded when we emphasize benefits that are life-stage specific. Which benefit you? 13 Medicare(65+) Remain on parents’ health insurance until age 26 No more charging women more than men Free preventive services in Medicare – like mammograms, colonoscopies, and free annual wellness visits with your doctor Closing the “doughnut hole” Free preventive services like birth control pills and cancer screenings No more caps on the amount of care covered No discriminating against women with pre-existing conditions No more charging women more than men No more caps on the amount of care covered Insurance companies can’t cancel your insurance because of small mistakes in your paperwork

v v 14 There are four steps to having a meaningful conversation tapping into shared values and related POTUS accomplishments Acknowledge and relate: Validate the voter’s concern. Listen to the voter and find common ground on things they care about. This is a chance to use an aspect of your personal story. Values:Bring the conversation to the value that you share with the President, and connect that value to the voter’s issues and interest Pivot to Accomplishments: Shift to a POTUS accomplishment that impacts the voter and links to the values discussed above Contrast: Draw the appropriate contrast with the Republican candidates on those values or issues– what would happen if Republicans gained office? PROBEPROBE PROBEPROBE

v v 15 Practice