Tool
Winning Jobs Narrative Project
The Winning Jobs Narrative is a thoroughly tested, five‑point messaging framework that helps advocates communicate with Americans across race and geography. It centers working people in the story of how the country grows and prospers, and draws on deep research and thousands of conversations. The framework offers practical tools to talk about jobs, work, and everyday economic pressures, focusing on what families need to build a good life and strengthening connections with working people in different places and backgrounds.
Communicate about Policy Impacts
Winning Jobs Narrative helps explain what major federal policies are doing for working people and communities. It was designed to capture the policy shift represented by the American Rescue Plan, Bipartisan Infrastructure Law, CHIPS and Science Act, and Inflation Reduction Act. These policies are a shift away from the “trickle down” economics that have dominated for decades. They focus instead on investing in people and communities to grow our economy, create broader prosperity, and help the country meet our clean energy goals.
The narrative is grounded in real experiences of work and economic pressure. It offers a shared, people‑centered way to describe policy impacts by connecting big federal decisions to everyday concerns like paychecks, prices, and local jobs. WJN builds a shared understanding of how opportunity and economic growth are connected across issues to support rural and working‑class communities.
Cultural & Economic
Many “cultural” issues also have a significant impact on the economic well-being of families. And “economic” issues are also deeply cultural – viewed through values about work and our connections to family and community. For example, Winnings Job’s research on Immigration and the Economy shows how issues are both cultural and economic.
This work really confirms what we see with voters in our state — Montana. The narrative is well-researched and clear. I can easily see how we can draw from it for our work this year and beyond.
Shaping National Narrative
Winning Jobs Narrative is being used by state and national advocates across a range of issues and to mobilize and persuade voters. Some of the largest voter programs in the country, led by organizations like Somos Votantes, Campaign for a Family Friendly Economy, and Service Employees International Union, are using the Winning Jobs Narrative to shape the national narrative around a more inclusive and people-centered vision for our economy.
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Tools & Resources
Heartland Fund provides tools and original research to better understand and improve rural communities.
What Works in Rural America
Guidelines for effective messaging, engagement, and communications.
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Rural Voter Polling
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Rural Map and Dashboard
Rural classifications to the country’s census tracts, counties, congressional districts, and states.
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