An Inclusive Narrative

The Play

Authoritarians tell compelling stories. They stir fear, loyalty, and division with narratives about identity and betrayal. They make people feel seen—not by revealing something new, but by saying out loud what many already think or feel deep down.

Their stories echo familiar emotions about who we are, how we live, and the injustices we face. Authoritarians frame frustrations as existential questions—and offer answers. Countering them with data, policies, or jargon doesn't work; these are dry replies to deeply human questions.

This play doesn't dismiss facts that contradict their narratives but focuses primarily on emotion rooted in shared truth—emotion that, when expressed through images, humor, and culture, can ground abstract ideals and build real connection.

Emotions don't live in theories; they take shape in the lived experiences of real people. The worker who organizes, the mother who speaks out, the voter who overcomes fear—they are the protagonists of a shared story, united by a thread of values like dignity, fairness, love, and safety.

The values behind these stories share a common drumbeat that binds them together. The stories we tell can take many voices and aesthetics, but they must share one rhythm—one drumbeat that connects them to values that move people and make them feel part of something larger.

Why it works

• It's a story of all of us. Inclusive narrative ties people to the values and struggles that have shaped a nation from the start—and draws that story forward into today.
• Shared values cut through divides. When anchored in universal values, a shared story resonates across demographics, creating a common emotional foundation.
• A sense of belonging is vital. A shared story offers people a sense of identity and purpose and draws people into a bigger "we."
• Positive visions don't just help us resist—they inspire. A unifying narrative gives people something to move toward—a hopeful future—not just something to reject.
• It shows democracy in action. By elevating real people as heroes and telling their stories, democracy becomes visible and relatable—not as distant institutions, but part of everyday life.

How it works

1. Start with shared values, not political positions

Begin by identifying the universal values—dignity, fairness, love, safety—that resonate across divides and are relevant to the time and political context you're in. These values become the emotional anchors of your story—the drumbeat that unifies it in the background. They're not talking points on public policy; they're the moral core that will shape your story in all its versions—even when you speak about policy.

2. Narrow the "them" and draw the contrast

A story of "us" that is inclusive also needs a clear "them." Define "the people" broadly, yet show where authoritarians stand outside that shared circle of values. Expose the betrayal: they claim to represent the people, but their actions—corruption, exclusion, abuse—betray the very values they invoke. Repeating this contrast reinforces the moral clarity of your story: a narrative rooted in core values versus one built on distrust and division.

3. Make democracy personal

Connect the political struggle to real, concrete goals—better wages, safer streets, affordable housing, civic freedoms, community-based care—and show how these values live through everyday people. Highlight heroes like the nurse, the student, or the shopkeeper, and make visible the concrete effects of democracy on their lives. Real stories turn abstract ideals into lived reality, demonstrate what works, and remind people why democracy is worth fighting for.

4. Use humor, irony, and joy as narrative armor.

Fear and anger are authoritarian fuel. Humor, irony, and joy can puncture that fear. Use satire, memes, cultural references, and lightness to make democracy culturally contagious and resistant to intimidation. Laughter is a serious thing—it exposes hypocrisy, spreads courage, and reminds people that joy itself can be an act of defiance.

5. Align diverse messengers around your drumbeat

Artists, journalists, activists, influencers, small business leaders, volunteers, and everyday people can all tell parts of your story in their own voices. Each connects differently—some move hearts, others inform or mobilize, and many make the story feel real and close to home. The key is coordination: a shared narrative frame that keeps the story coherent, even as it's told in different styles and spaces.

6. Make the democracy fight part of culture.

Stories stick when they live in everyday culture. Create symbols, rituals, music, memes, art, and events that make your story feel like a shared heritage. Use visuals that reflect where people have been, where they are, and where they're going—images that remind us of our place in this journey and the steps still ahead. Over time, these cultural expressions make democracy part of daily life—something people live, not just vote for.

Tips

A. Prioritize Honesty and Simplicity

Present stories as they are—honest, raw, and reflective of real life. Avoid over-polishing or scripting, since sincerity and authenticity build trust. Transparency means showing both challenges and successes, using clear, simple, and accessible language that resonates across groups. The best campaigns often emerge organically, when real people feel their experiences matter and see your vision as their own—sparking engagement no script could ever manufacture.

B. Turn Stories into Calls for Action

Every story should spark more than emotion—it should invite action. Show people how they can be part of the solution, whether by voting, volunteering, organizing, or amplifying the message. When stories end with clear calls to action, those next steps transform emotion into commitment and build a movement that goes beyond words.

C. Be Careful with the "Clever but Ineffective" Syndrome

Using humor comes with a challenge: you don't just want people to laugh—you want the kind of laughter that sparks awareness and prompts critical reflection. A joke that doesn't directly target the regime's weaknesses may be clever, but it won't reduce the authoritarian's power. Effective humor should make authoritarian figures feel exposed or embarrassed, creating doubts among their moderate supporters and reinvigorating their detractors. That's when laughter becomes a true act of resistance.

Who's done it well?

Brazil: Lula da Silva

Restoring Trust and Belonging

In 2022, Luiz Inácio "Lula" da Silva's presidential campaign centered on healing a divided Brazil. Rather than appealing only to his base, he spoke to the whole country—workers, business owners, and faith communities alike—inviting everyone to take part in rebuilding democracy. His coalition, which included former opponents, embodied the idea that Brazil's future depended on dialogue and cooperation across ideological lines. The campaign projected calm, empathy, and shared responsibility, contrasting sharply with years of polarizing rhetoric and distrust.

Lula's message focused on restoring faith in one another and in the institutions that hold society together. By framing democracy as a collective effort, he offered Brazilians a vision of governance that emphasized respect, fairness, and national unity over partisanship.

"There are not two Brazils. We are a single country, a single people, a great nation."

Thailand: Future Forward & Move Forward Parties

Universal Values to Unite Generations

Thailand's Move Forward Party inspired a generation with its "3Ds" vision: Demilitarize, Demonopolize, Decentralize. Rooted in fairness, dignity, and social equality, its hopeful message united young and older voters. Even after the military-backed establishment blocked its prime ministership bid and dissolved the party, the movement regrouped as the People's Party. It continues telling a shared story of a people-driven Constitution and participatory democracy, turning frustration into a collective vision for change.

"The MFP's campaign broke away from the fear-based narratives traditionally used by other political parties. Rather than focusing on threats posed by opposition forces, the MFP emphasized the potential for positive change. Empowering local communities, promoting social equality, and transforming Thailand."

Chile: Broad Front

Mobilized Around Dignity

Amid deep polarization, Gabriel Boric's 2021 campaign transformed Chile's protest movement into a unifying narrative around dignity. Rather than respond to far-right candidate José Antonio Kast's fear tactics, his team centered "the dignity of the people" as a shared moral purpose. From feminist networks to digital creators, thousands carried this message across streets, screens, and culture. The slogan Para vivir mejor ("To live better") offered a hopeful vision rooted in real struggles—and helped turn a fractured uprising into a national majority. By refusing to engage on Kast's terms and instead centering people's hopes and needs, Boric built a broad coalition across left and center, winning with record turnout and 55.8% of the vote.

"Only in the collective construction of a more dignified society can we build a better life for all."

Guatemala: Indigenous Peoples

Reclaiming the Narrative of Democracy

After Bernardo Arévalo's 2023 election win, Guatemala's entrenched authoritarian and corrupt elite tried to block the transfer of power. The strongest pushback didn't come from parties but from Indigenous communities, who led 106 days of blockades, assemblies, and peaceful protests. They framed the fight not for a candidate but for democracy itself — and for long-stolen dignity and voice. Speaking in K'iche', Xinka, and other Indigenous languages, leaders spread the message through word of mouth and communal spaces. By the time Arévalo was sworn in, thanking Indigenous organizations first, they had reshaped the national story —putting themselves at its center as defenders of democracy.

"We told our people why we had to act: to end corruption, get proper healthcare, and ensure women's safety in our communities. Our fight wasn't for a party—it was for our homes, our water, our way of life, and traditions."

Learn more

D-Hub Resources

• "Build a Universal Message." Volume 4, Narrative.
• "Tell the Story of the People." Volume 4, Narrative.
• "Fight Back Using Humor." Volume 4, Narrative.
• "Call to Action." Volume 4, Narrative.
• "AI for Content Production." Volume 2, Digital Comms.
• "Build a Vision of Tomorrow" Volume 6, Movement Building.

Other Resources

• D-Hub. 2024. "Stories of Hope". The Fight for Democracy Chronicles, special volume.