What you need to know about Ohio Politics and Policy
IO Research: “How To Talk About Abortion Rights”
As might be expected, the recent move by right-wing extremists on the US Supreme Court to overturn Roe vs Wade and, in turn, send abortion policy back to the states is on the minds of voters. Our research showed the issue gaining in importance even before the June 24 court decision, a trend which continued in our July poll.
Despite the clear importance of protecting abortion rights to many voters, it’s not yet clear that the court decision will change the makeup of the electorate. In our poll, 58% of voters said the decision made them more excited to vote in November. This includes large majorities of Democrats and Black voters, but the feeling is less widely held among younger and swing voters. Further, some pro-choice voters are demoralized, while others say the court ruling won’t automatically earn the Democrats their vote.
In order to translate the threat to abortion rights into electoral consequences, it’s important to understand the concerns of different groups of voters and speak to them in a way that gives them something to vote for.
New research conducted by HIT Strategies found young voters are disappointed and tired, and want to hear specifics about a candidate’s history of fighting for abortion rights and what they will do in office to protect them. Merely asking voters to vote for Democrats is not enough.
- [on how you feel things are going in the country] “fatigued because there’s only so much a level of anger and upset you can be before it takes a toll and you’re just exhausted of being upset all the time.” – Young white base woman
[on activism] “You have to not donate to politicians. You have to donate to funds/community services in your area…you can donate to those funds and services that help facilitate women and anybody who needs that help to either travel, house, pay for the procedure itself—just make sure it’s safe” – Young white base woman
[on what they want to hear from candidates]: “Show me what you’ve done already. And then show me what you plan on doing. I don’t want to hear you say that you’re going to do something. Show me your plan so I can believe it.” – Young Hispanic base woman
Pro-choice organizations and messengers need to clearly, specifically and believably convey to young voters how they will defend abortion rights and that their vote will make a difference.
Messaging Research
Our research tested a number of common approaches to talking about threats to abortion rights and found none that universally increase support for pro-choice candidates. In one example drawing on history of dangerous illegal abortions, the message worked well with college educated voters, but had a negative (backlash) effect with voters with a high school education.
- Test Results: Would vote for a pro-choice candidate
- Bachelor’s degree or higher +14 pp
- High school or less -11pp
- Men +2 pp
- Women -7pp
- Independents (+15pp)
- Rural Voters (+18pp)
- Under $50k Household (+12pp)
- Republicans (+15pp)
- Moderates (+12pp)
- Under $50k Household (+10pp)
- Age 35-54 (+15pp)
- Bachelor’s Degree (+14pp)
- Moderates (+13pp)
- Independents (+13pp)
Test Results: More motivated to vote in November
Clearly, with messages such as these, a highly targeted approach is necessary.
Positive messages can be effective in persuading some voters to select pro-choice candidates. Results of message testing in Michigan showed that a video saying that “[candidate x] stands with us on our right to have an abortion” increased the number of respondents who said they would vote for the named candidate by 6 points, but that positive effect was observed mainly among women and younger (under 55) voters.
Research by Galvanize Action, which studies the opinions and attitudes of women, found several abortion messages that are more effective when speaking to voters in the middle of the political spectrum, particularly moderate white women. According to Galvanize, this is a group who tends to think abortion should be legal, but with restrictions. They may be anti-abortion for themselves, but support others making that choice.
Galvanize advises that with this segment, instead of relying on anger-based messages, communicators should instead focus on hope, leaning heavily on values held disproportionately by women like compassion, and empathy. Make the reader the hero of their story. Below are three examples of messages that were effective in building support for protecting abortion rights with these moderate white women:
- Message 1: Most women who need abortions also need someone to listen to them. They don’t need to be lectured. The best thing any one of us can do if a friend comes to us with this type of problem is listen and support them. It is her life, not ours. That’s why I support upholding Roe v. Wade.
Test Results: agree that Roe v. Wade should not be overturned
- Message 2: My friends mean everything to me. So even though I don’t think I could ever have an abortion, if one of my friends told me that was the best decision for her, I would listen and support her – not judge. Instead of recognizing that life is complicated and women need support, states are just banning abortion – even in cases of rape. These decisions should be made by women, not politicians trying to stay in power.
Test Results: agree that Roe v. Wade should not be overturned
- Message 3: I’ve had two kids and lost two during pregnancy. I’m still grieving those babies. Probably always will. So, I’m not someone who could ever imagine having an abortion myself. But that doesn’t mean I’d want to change the law to take that choice away from another woman. Until I’ve walked a mile in your shoes, I won’t presume to know your struggles or what is right for you. We are all doing the best we can. We need to support each other.
Test Results: agree that Roe v. Wade should not be overturned
Overall, when speaking about abortion rights to the pro-choice base, it’s important to be as specific as possible about how you or your organization will protect them. With more moderate and swing voters, appeal to values of compassion and empathy. And keep in mind abortion will not be the deciding issue of the election for all voters, so target accordingly.