Messaging Guide

LGBTQ+

Begin in agreement, for example: All Americans should be treated fairly.
Use values, for example: Freedom, liberty, fundamental rights, fundamental fairness, basic rights, constitutional rights, personal privacy, equal opportunity, fairness, stopping discrimination and government intrusion.
Show how they benefit, for example: Our communities are stronger, our quality of life better, when everyone treats everyone else with fairness and respect.

As recently as 2011, a majority of Americans opposed marriage between same-sex couples. Today, more than 70 percent support marriage equality. By a similar margin, Americans reject discrimination against gay and transgender people. Nevertheless, MAGA Republicans are promoting anti-LGBTQ+ legislation in nearly every state. They are advocating for discrimination and, in red states, enacting discriminatory laws. In opposing this movement, progressives should use inclusive language.

Say… This is about everyday Americans who want the same chance as everyone else to pursue health and happiness, earn a living, be safe in their communities, and take care of the ones they love.

Persuadable Americans are not aware that, other than same-sex marriage, LGBTQ+ people can legally be subjected to discrimination. You must tell them.

Say… All hardworking people in our community should have the chance to earn a living, provide for their families, and live like everyone else. But in our state/city, it’s currently legal to fire employees or refuse to rent an apartment to people just because they are gay or transgender. Nobody should have to live in fear that they can be fired or evicted just because of who they are.

Avoid talking about giving or granting any rights, which implies special treatment. Instead, say that we should not deny protections, which implies these rights are inherent to everyone.

Finally, we may be sorely tempted to take some swings at our political opponents, to brand them negatively. But it is better to let them negatively brand themselves.

Don’t say… Hate, haters, bigots, bigotry, prejudice, religious extremists, anti-gay Christians
Say… Love, standing for love, exclusion, rejection and intolerance, anti-gay activists, radical right activists

When we make clear that we’re on the side of love, our opponents are against love. The implication is enough. Your audience will understand that you believe everyone deserves the same chance at happiness and stability, while our opponents simply do not. For example:

Say… If America stands for anything, it’s equal opportunity for all. If you have two children or grandchildren, and one is straight and the other gay, you still love them equally. You know the government should treat them fairly and equally. That is why [explain your policy solution here…]