Story of You, Story of Us, Story of Now: A Narrative Guide
Campaigns don’t struggle to produce content. They struggle to create content that people actually feel. When a vision feels trapped in talking points, the messages fall flat.
That’s where this framework comes in: Story of You. Story of Us. Story of Now.
It’s a simple foundation that helps campaigns communicate with clarity, connection, and purpose.
That foundation is useful across:
• Short-form video
• Event soundbites
• Narrative ads
• Volunteer recruitment
• Issue explainer threads
• Email and SMS storytelling
Here’s how it works:
Story of You
What it is
This is the human core of the candidate. Who are they? What shaped them? Why do they care? It’s not a résumé. It’s a window into the values behind their decisions.
Why it matters
Before voters trust your message, they need a reason to trust the messenger.
How this shows up in content
• Short origin stories
• The “why” behind a policy stance
• Personal moments that build emotional credibility
Quick tip
Lead with moments, not milestones. People remember an emotional connection more than an achievement.
Story of Us
What it is
Shared values, shared experiences, shared challenges. It’s the bridge between the candidate’s personal story and the community they’re asking to lead.
Why it matters
This is where belonging happens. It turns “their story” into “our story.”
How this shows up in content
• Voter-first framing
• Affordability, safety, dignity, opportunity. Grounded in real life
• Testimonials and community voices
Quick tip
Use the language voters use, not campaign-speak.
Story of Now
What it is
The stakes. The urgency. The choice in front of voters. Why this moment matters — and what happens if we act, or if we don’t.
Why it matters
This is where stories turn into action. It creates momentum and clarifies the role voters play.
How this shows up in content
• Rapid response
• Contrast messaging
• “What’s at stake” framing tied to values
• Calls to action that feel doable and grounded
Quick tip
Urgency works best when the path forward is clear.
Putting It All Together
This framework isn’t theoretical. It translates directly into the content campaigns make every day.
A simple flow often looks like this:
A personal moment that reveals a value (You)
A shared struggle or shared belief that voters recognize (Us)
A clear choice or action rooted in that shared value (Now)
Voters respond to stories that make them feel seen, respected, and included.
This framework helps you build messages that do exactly that — across platforms, across formats, and across the full arc of a campaign.
