Put Broccoli in the Rice
Sometimes, the audiences we need to reach aren't yet on our side. They might be indifferent, disinterested, or unaware of the issues we care about. To expand our base, we must learn how to engage them on their terms. Trying to reach these audiences with the same political messaging we use for mobilized supporters simply doesn't work. That's where the "broccoli in the rice" grand strategy comes in.
In this metaphor, the "rice" is the content that naturally draws attention. The "broccoli" is the political message we want to deliver. The broccoli only works when it's mixed in small doses with the rice.
Take basketball fans, for example. They're likely gathered around clips of the latest game—watching LeBron James or Tatum dunk. That's the rice. To reach them with a political message, we might occasionally post about LeBron's stance against racism. That's the broccoli.
There are many ways to build, acquire, or partner with social media pages that already have large followings. By occasionally integrating political messages into their regular content, we gain more direct and effective access to a loyal audience.
To implement this strategy well, you need to identify the right audiences. Not all indifferent or disengaged citizens are equally open to your ideas—or your candidates. That's where polling and research become invaluable.
At the same time, it is crucial to establish a cohesive digital ecosystem that amplifies your message across multiple platforms. By aligning content strategies across social media, YouTube channels, influencer partnerships, and niche online communities, you create a network that reinforces your message through diverse channels, reaching audiences wherever they are most engaged. This interconnected approach ensures both consistency and greater impact for your messaging.
By building your own digital comms ecosystem and applying a focused "broccoli in the rice" strategy to reach key audiences, you can grow your base, increase impact, and reduce the need for paid ads.
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