A conversation with Anat Shenker-Osorio, founder of A.S.O. Communications, a progressive political communication bureau known for slogans such as “Don’t take the temperature, change it” and “A great message doesn’t say what’s already popular; a great message makes popular what needs to be said”.
We try so hard in the regenerative (and probably any other progressive) space to work on our messaging, how to communicate, how to reach people inside our bubble and beyond. We try to speak to those within the agrochemical and food industry, to make them see how environmentally sound, healthy, and economically interesting a different food and agriculture system could be. But somehow, we haven’t gotten very far. We’re constantly out-lobbied and outsmarted by the very well-organised extractive ag industry. (No, this isn’t an evil conspiracy, but it is definitely well-organised.)
With Anat we dive deep into the world of effective campaigning, messaging, and communication. Because we’re always going to be up against a much higher budget, but let’s at least use the airspace we do have as effectively as possible.
One example: the pioneers, the activists, the “pioneering species”- which all of you listening, following and reading this probably are- love a challenge against all odds. You love the David vs. Goliath stories. You’re fighting for the currently losing team. That’s why you’re in this space.
But we’ve got news for you: most people don’t want to join the losing team. So, stop communicating like we’ve already lost. Start getting people to join the small but winning team. Don’t deny reality and never lie. But do understand what makes people listen, and more importantly, what makes them take action: consume differently, protest, organise, vote (if you can).
Because in the end, this is all about who has the power.
WHY MOST PROGRESSIVE COMMUNICATION FAILS
Common flaws effect progressive messaging. Instinctively crafted messages often rely on negative framing, obscure responsibility, and focus on technical solutions rather than relatable benefits.
“The first is the tendency to begin every message with one of three things, which is, ‘Have I got a problem for you?’ This is the Titanic. Would you like to buy a ticket? And we’re the losing team. We lose a lot. We lost recently, so you should join us.” Anat Shenker-Osorio
“The next cardinal sin is pretending like we don’t know where problems come from. So, there is a tendency to write everything in what is technically called adjunctive constructions… This is when we say things like “harms are increasing, farmland is lost, you know, the rivers are being polluted…” Anat Shenker-Osorio
“The third sort of cardinal sin, which happens over and over and over again, is that on the left, we love to sell the recipe and not the brownie… We keep selling the recipe instead of selling the brownie.” Anat Shenker-Osorio
WHAT TO DO ABOUT IT?
Progressives should focus on what they can control, on their own communication and deliberately shift messaging away from negative, passive, or technical language towards values-based framing and active attribution of responsibility.
“What we can control. One of the many, one of the few, few, few things that we can control is the words that come out of our mouths and out of our fingers if we are typing them.” Anat Shenker-Osorio
“There was a shift away from the right to marry to the freedom to marry, a shift away from gay marriage to marriage equality, because as soon as you call it gay marriage, when you take a noun that is normally naked and you stick a qualifier on it, what you’re doing linguistically is creating a new category… whereas marriage equality is a values-based argument and a shift away from that sort of super practical hospital visitation rights and taxes to love is love and love makes a family…” Anat Shenker-Osorio
FACTS DON’T STICK TO THINGS WE DON’T BELIEVE
Simply presenting facts is ineffective if the underlying premise isn’t believed. Trying to overwhelm people with more information (“just tell people the truth”) often fails to change hearts, minds, or actions, especially when the audience isn’t receptive to the core message.
“And my response back to that is, are you a science teacher? It is somebody’s responsibility. But if your job is not to be a science teacher, if your job is actually to change hearts and minds and to alter what people are willing to do… that is what it all comes down to in every single one of these issues.” Anat Shenker-Osorio
“That is just telling people the truth and not… If we were to just tell people the truth, if we just tell them the facts, that is our responsibility.” Anat Shenker-Osorio
WE NEED TO FOLLOW VALUE, VILLAIN, VISION
Anat advocates for a specific messaging structure: start with shared values, then actively name the villain causing the problem, and finally present a positive, actionable vision of the future. This avoids leading with problems and provides a compelling narrative.
“What it means is that what we have found is that an effective message follows a set order, which is values, villain vision. So, you do call out the problem. Don’t mistake me; it’s just not your opening salvo. Your hello to new people is not ‘Hello, nice to meet you at this party. I have a lot of problems. Would you like to hear about them?'” Anat Shenker-Osorio
“So instead, what we say is something like, no matter what we look like, where we come from or where we live, most of us know that our most cherished moments involve nurturing the ones we love. That’s the opening value… But today, this is where we get into the villain in the active voice: a handful of giant ag corporations and the politicians they’ve paid for want to peddle lies to us about the food that we can eat and use to ensure our family’s health and wellbeing. … A healthy, delicious future is ours for the taking.” Anat Shenker-Osorio
OTHER POINTS DISCUSSED
Koen and Anat also talked about:
- Why facts don’t sell
- How to make progressive campaigns succeed
LINKS:
- A.S.O. Communications
- Brillant article De Correspondent – Try to translate it somehow!
LINKED INTERVIEWS:
- Anthony James – Learning from the legends how to become a positive keystone species
- Louis De Jaeger – Eat More Trees: a Masterclass with thé storyteller of the Regen Space
- Kadir van Lohuizen – Walking the museum full of Food for Thought
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The above references an opinion and is for information and educational purposes only. It is not intended to be investment advice. Seek a duly licensed professional for investment advice.