Understanding Conservative Values With the Help of Archetypes

We were happy to work in partnership with communications firm Metropolitan Group to help the advocates at Voices for Healthy Kids better understand conservative legislators and opinion-leaders to help facilitate more effective and productive conversations on policy issues. Through a framework of archetypes, we identified different avenues and messages to help them communicate based on the values of each archetype. Bellwether helped to create the conservative archetypes and then conducted in-depth interviews with state legislators and opinion leaders within each archetype. Phase one focused on issues from prenatal to age 3 and Phase two focused on local decision-making. The result was this detailed strategic and communication guide that advocates can use in every state.