1. United States
2. N.J.
3. Letter

LEAD WITH THE VALUES OF SAFETY, ACCOUNTABILITY, AND JUSTICE: Everybody deserves to be safe, no matter where they live, how they vote, the color of their skin, or the money in their pockets. We can all agree on this. Accountability matters too. Voters want to see consequences when someone breaks the law, but a majority agree that real accountability is “remorse, repair, and change” to prevent future crime and break the cycle—not just more punishment. Finally, in a country where one out of three Americans has a criminal record, voters care about justice and believe in second chances. AFFIRMATIVELY DEFINE YOUR APPROACH AS “SERIOUS ABOUT SAFETY” AND TALK ABOUT SAFETY EARLY AND OFTEN: Too often, lawmakers only talk about crime when attacked for being “weak” or “soft” on the issue. Republicans spent $1 billion on crime/immigration attack ads in the 2024 cycle, while Democrats, in comparison, were silent. Safety is a kitchen-table issue, and voters want to know that their elected leaders take it seriously. Lean into proven solutions to prevent crime, break its cycle, and improve people’s quality of life with this core message: “Fully fund things that are proven to create safe communities and improve people’s quality of life, like good schools, a living wage, and affordable housing, and do more to prevent crime by increasing treatment for mental health and drug addiction and getting illegal guns off the street.” GET OFF THE OPPOSITION’S “TOUGH-ON-CRIME” TURF AND BUILD A “SERIOUS” BRAND: Voters associate the “tough-on-crime” and “law-and-order” brand with Republicans and believe Democrats have no brand of their own. While voters like that Trump and Republicans focus on crime and criticize Democrats for being silent in comparison, a majority—including independent voters—do not support the GOP’s “tough” talk or policies. Moreover, when Democrats mimic the GOP’s rhetoric on crime, they fail to build credibility and, in fact, reinforce their opposition’s brand. Crime is only a political liability when lawmakers and candidates avoid it or don’t own a distinct message. HIGHLIGHT PROGRESS, ELEVATE WHAT WORKS, RELY ON EMPATHY TO PERSUADE, AND ACKNOWLEDGE THERE IS MORE TO DO: Crime is not only a kitchen table issue to voters, but an intensely local one—despite how often it is used as a wedge in national politics. Keep the emphasis on solutions and highlight success with specific local investments, like an initiative to build police-community trust or a community violence intervention program. While crime is down across the country, do not say there is no crime problem. Point out the progress, but acknowledge that many people still do not feel safe and that one act of violence or one crime is one too many—and there is still work to do. GO ON OFFENSE AND CREATE A CLEAR CONTRAST THAT TRUMP’S ACTIONS ARE MAKING AMERICANS LESS SAFE: Under Trump, America is at risk of becoming a far more dangerous place—from our food and skies to our streets and hospitals. His administration cut more than $800 million in U.S. Department of Justice funding for programs helping to drive down crime to historic lows, such as violence prevention and police training. And as the country finally turned the tide on overdose deaths and homelessness, Trump cut much-needed funding for addiction treatment and affordable housing. A majority of voters think ICE’s escalation in Minneapolis is making us less safe. From gutting funding and programs for mental health treatment to child sex trafficking, the list goes on. Call out the hypocrisy and underscore what voters already know—these actions make us less safe.