Context

Our opposition regularly uses racist fear as a tool to exploit economic anxieties and turn people against one another, even when their economic interests are aligned. In doing so, they regularly scapegoat migrants and communities of colour for problems that have been created by self-interested politicians and their greedy corporate donors. The Big-We messaging architecture fights back at these attacks to build  solidarity and support for change that can improve the life of everyone.

But how does it work now?

The following questions will help you at the very beginning to create Big-We-Messages:

You can generally use these questions for your public relations work. Below you will find a guide on how to build your own message. However, this is only one step in using the concept. It is also important to think about which racist/classist narratives you want to counter, which values make up the Big We and which target groups your messages should reach.

1. Open with shared values that name (and/or point out) a difference that the right uses to divide us (race, class, gender and/or sexuality):

“Whether our name is Yilmaz, Schmidt or Kowalski, we all want a job that gives us enough time for family, friends and leisure.

2. Explain concretely and clearly what exactly the problem is and how it harms us all.

“But more and more journeys are being cancelled. Routes are being cancelled. In the countryside there is often not a single bus running, and in the city we squeeze into trams that are too full”

3. Now place a small “they” against our big “WE”: Name specifically who is responsible for the problem, how they are using strategic racism and “scapegoats” to divide and distract us.

“Transport Minister Volker Wissing and the FDP are ignoring our problems: they are blocking the money we need for better buses and trains.”

4. Show how we can solve the problem by acting together. End with a positive vision.:

“As employees and passengers, we will no longer put up with this. We are joining forces to achieve more money for buses and trains and good working conditions. If necessary, we will go on strike. We all want our local transport to have a future with good jobs.”

On the basis of this model, you can build your own Big-We-Messages.