A New Frame Leads to a New Discussion

Our research shows Important Life Decisions is a frame broad enough to encompass reproductive health and other issues and is an effective way to start a conversation with voters on a larger set of progressive issues. The frame incorporates the word "life" in a new way and encourages the use of language that conveys a set of core American values including individual decision-making, responsibility, respect, freedom and prevention. By using the word "decisions," we are able to highlight the more serious, deliberative nature of making a choice supporting public opinion that wants many choices and options.

To view and download a copy of the first message memo of key findings, click here (PDF).