"Who's Got His Back"
DON’T BE AFRAID TO DRAW THE CONTRAST.
We don’t dismiss voters’ distaste for the negative, but that doesn’t change human nature. We make choices. We use defined criteria to compare the options and see how they stack up. The trick is giving careful thought to tone and feel so you can introduce the negative in a way that doesn’t feel dirty. In this final piece, we make clear that there’s a higher principle involved, and use an illustration look to soften the tone, to help focus the reader on the choice at hand.