Antonia Scatton is a writer, political strategist, and expert in messaging and framing, with more than 25 years of experience working with political campaigns and advocacy organizations.

Antonia worked extensively with George Lakoff, messaging guru, pioneer of Cognitive Linguistics and author of the best-selling book Don’t Think of an Elephant, to develop practical strategies for reframing the public debate. Learn more.

Reframing America

OCT 30, 2022

What Democrats are FOR: Our Values

We need to help people see the better world we want to bring about.

If we want people to think of us as good people, we can’t just argue that our opponents are bad people. We have to express to people why we do what we do, how our policies reflect our values and beliefs, and help create a vision of a world they would want to live in. Read More

OCT 27, 2022

The Election is Going to Get Messy

The freedom of American citizens depends on their right to be heard.

We can only fight chaos with clarity. We have to lay down simple and morally unassailable criteria by which election disputes should be judged, both in the courts and in the court of public opinion. Read More

Rools Royce with silver cross car ornament.

OCT 11, 2022

The Prosperity Gospel: The moral code that binds corporate and Christian America.

It’s not just a marriage of convenience.

They actually share a common moral code. We can’t beat the conservative movement until we understand what they believe and how they prey on people’s desire to be good. Read More

Democratic campaign office with volunteers

OCT 3, 2022

Framing the Midterm Issues

Talking points for the issues at the top of voters’ minds in the midterm elections.

We’re into the final stretch of the midterm elections. Our best bet is to proceed by talking about what we believe, not just about what we will do for people, but why it is “the right thing to do.” Read More

Martin Luther King

SEPT 26, 2022

Reframing the Threat to Democracy

Elections are about the will of the people, ALL of the people.

We need to make this debate about what it means for an election to be democratic, not about who wants more people or fewer people to vote, but about who actually cares about the legitimacy of our elections and why. Read More

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What is Framing?

Framing is about using language to get people to see a particular issue from our perspective, and getting people to use our values as the criteria to judge right and wrong.
Learn more

Blueprint for a Better Party

The Blueprint is a process to build capacity, improve services to candidates, develop leadership at all levels, increase volunteer participation, develop year round community presence and voter engagement, and improve the party brand both internally and externally.

I developed this Blueprint in 2018 with the leadership of the state Democratic Party of Arizona, to be deployed through the 2020 elections. Learn more

Learning from Lakoff

Professor Lakoff’s discoveries in cognitive science elevate his work on political framing from “good advice” to “critical truths we ignore at our own peril”.

We have to understand how public opinion changes and the structure of our competing moral systems if we are to succeed in reaching people and overturning the Right’s dominance over our public debate. Learn more

“We need more folks like Antonia working on revolutionizing the way we campaign. If we are going to continue to pull in newer generations of voters, we must think outside the box and find new and different ways to reach the growing and ever-changing electorate.”  

Sally Boynton Brown

Executive Director, Democratic Party of Florida
  President, Association of State
Executive Directors