Findings from Focus Groups Among 18-29 year-olds

1. Findings from Focus Groups Among 18-29 year-olds October 2007 www.lakeresearch.com www.tarrance.com

2. METHODOLOGY We conducted groups among about 100 young adults between 18 and 29 years old. 2

3. KEY FINDINGS • The issue environment, at present, hovers around three issues: the war in Iraq, health care, and the economy and pocket book issues. All together, young people focus on these issues at a very personal level (can I get health care, can I afford health care) and on a broader level that pertains their family (health care, the economy, college for friends and family) and the country as a whole (the war). • Young people are uncertain and unsure about next year’s elections. Those who would vote Democratic and are focused on change remember that “change” was a theme in 2004 and those in power were reelected. Those who would vote Republican are cautious because they do not necessarily embrace the “change” others in their age group support. This uncertainty is a good measure because young voters understand the importance of next year’s election. 3

4. KEY FINDINGS • Messaging needs to be direct and unbiased. Young people crave information but want it from an unbiased source they can trust. Information that seems biased will be disregarded and that source of information will be disrespected. Statistics matter – young people like knowing that there are 44 million people under age 30 who are eligible to vote, but our strongest way to empower them is by telling them that they can make a difference on important issues and that their vote will count. • Young voters are more frustrated now than they were in 2004. They are angry about the war, the cost of health care, and the direction of the economy - and have yet to see any real change on these issues. This anger and frustration has to be dealt with in a careful and constructive way. 4

5. Issue Environment Young voters are engaged on specific issues that can be used to increase registration and turnout. The war in Iraq, health care and insurance, and the economy are top of mind concerns.

6. The war in Iraq is the dominant issue today, as it was in 2004. Most young people are frustrated with the direction of things in Iraq. • Some young people said they supported the war in principle in the beginning and think President Bush did the right thing. Yet, even these voters are disappointed in the progress and feel there is no plan to get us out of the war. • There is very little support for the war among young voters. “I just feel like it’s hard for me to understand why we’re over there cause I don’t think that there’s ever been someone to say we’re over here because of this. “ – Latina, Tampa “I feel it was good at first, but it just, it went too far.” – Blue Collar man, Tampa 6

7. The two main strains of criticism of the war revolve around concerns at home and lack of progress abroad. • Many believe we could and should be spending the billions of dollars here at home rather than on the war in Iraq. “It’s so wasting money and in areas that we don’t need to waste money on. And there’s so many more focuses here that I’d rather have us kind of take a look at.” – Blue-Collar woman, Denver • They also believe the war has no purpose. “Obviously there was a reason that the people were sent over there. I don’t know what that reason was. I mean obviously it was to protect our country, but I mean why we’re still over there.” – College Student, Minneapolis 7

8. Most participants want to see the troops brought home. • Some participants felt it was wrong to think we could force our values and democracy on others. “I just think that instead of having all those troops over there they should concentrate on having more security within, you know the United States. …Let them solve what they need to do, build their own country up again. …We cannot force our culture or way of living or Democracy over there in that country cause they have certain beliefs, especially religious beliefs …” – Latina, Tampa • Many wanted an immediate withdrawal, while others said an immediate withdrawal is not possible. “I don’t think there’s any ideal way to do it, I mean a phase-out that needs to start right now, is what I want…I mean I don’t know how that would work, but it needs to start happening now and happen pretty quickly I think.” – Unmarried woman, Philadelphia 8

9. There were some notable gender differences in the discussion of the war. • Young women were especially concerned with the war and discussed their personal connections, telling stories of friends, boyfriends, brothers, and sisters that went to war and came back changed. “My brother came home on leave, and I think if he spoke four words, it was a big deal at one time. I mean you have to physically ask him something to make him talk...because he’s seen little kids are looking like his own kids get blown away.” – Blue collar woman, Denver • Young men shared concern with the war, but were focused less on what some have called the “human toll” and more on their frustrations that we should focus on problems in this country rather than problems in Iraq. “ I mean I agree you got to protect yourself, but at the same time there’s a line that once, I mean, there’s only so much you can throw into a war that could be being spent on other things and it’s affecting every single person every day…” – Latino man, Denver 9

10. Frustration with the rising costs of health care and health insurance runs deep among young adults. • Only about three out of ten respondents who were not students have health insurance and paying out of pocket is “breaking” them. “It’s definitely a deciding factor what I choose to do financially.” – College student, Minneapolis • Most respondents supported national health insurance in concept. They used different terms – “nationalized,” “socialized” or “like they do in Canada” – but their point was clear. “Well government should pay for every single one of us just like Canada… You know there is no reason in the world why they can’t, you know.” – Blue collar woman, Denver “I just think it’s socialized. It’s what Canada’s has that the socialized. It’s the same thing.” – Latina woman, Tampa 10

11. Health care seemed to have as much intensity and reach as the war when it comes to issues that young people are concerned about. • Young women were especially vocal on this topic. The mothers in the groups, who are generally making the health care decisions in their families, were especially concerned about premiums, co-pays, and co-insurance. “I have a son and I’m paying his health insurance right now and it is a chunk out of my, a huge chunk out of my paycheck. So I applied for Medicaid for children… I was told I have to cancel his current insurance to get theirs and it takes 90 days to get it. I can’t have a four month old 90 days without insurance … So there’s a lot of like red tape that’s not allowing people that could use the program that want to use the programs that they just can’t.” – Latina woman, Tampa • The intensity of the issue is driven strongly by their personal experiences with it. 11

12. Other key issues… • Among “older” young adults (24 to 29 year olds), COLLEGE AFFORDABILITY remains an important issue. Many in this age group are paying back loans or had dropped out of college or delayed graduation because of affordability concerns, and they remain focused on the issue. “I said I think you’re like too easy to get money…It’s too easy cause I found myself like way in debt…it’s just like here, here’s another five thousand, and I’m like oh, thank you. And at that time, you know you owe 50 thousand dollars and you don’t have any money.” – Unmarried woman, Philadelphia • Young voters have mixed attitudes on the ECONOMY. First, they think there are many opportunities for young people who are willing to work hard. However, as we saw in 2004, while they may be optimistic personally, they are also pessimistic for other people their age. Their frustration with the economy is rooted in concerns over rising costs. “It used to be where your cost of living was close to what you would make at your job and now it’s just the cost of living is almost, you know outrageous compared to what you make as an income.” – Latina woman, Tampa • Many young voters are frustrated with ILLEGAL IMMIGRATION. However, to the great majority of young voters, the issue is not a top of mind issue. Some young people wanted to stand up for immigrants. Others, however, felt immigrants drove wages down and put strain services that voters paid for with their taxes. “Yeah it’s going to be a big issue. When you got people, you know cause there’s, I mean it would be different if they, if there, I mean there’s a majority that come and they try to do good and they try to do this and that, but then you got people that won’t even speak English or won’t even attempt to learn the language. “ – Blue collar man, Tampa 12

13. Attitudes toward Voting Participants acknowledged that it was their responsibility to show up as much as candidates have a responsibility to address their issues.

14. The perceived lack of participation among their peers frustrates some younger voters. However, young voters felt there were barriers to participation, particularly lack of knowledge. • They consider voting important enough that they would rather not have uninformed people making mistakes at the polls and they even doubted themselves sometimes to make the right decision. I want to feel that my vote is going to count and the only way it is going to count if I take responsibility to educate myself more then I’ll be able to make better decisions, so that’s hopeful.” – Latina woman, Tampa • These participants expressed frustration that voting is done during the week and mostly during work hours. Early registration deadlines were also problematic. All of these “excuses” were reasonable to the groups we talked to. The procedures are just so outrageous. Like the fact that, they only give us one day to vote… It’s always on a weekday where the majority of people has to work And so, you’re asking yourself who does have the time to vote. “ – Latina woman, Tampa 14

15. Young people have positive things to say about voting. However, there was a more intense discussion around the negative aspects. • They believe voting is their chance to be heard, make a difference, advocate change, and support people they believe in. “Your voice is voting so if you want a new change you’re going to vote.” – College student, Minneapolis • However, they were skeptical that their vote would even be counted, and even if their vote were counted, there was a real sense that special interests control everything, so voting in general might be useless anyway. “It’s like back in school, like when people are running for you know class president … they’re not really running to make changes, it’s just like a whole popularity thing. They can sell us a good dream of what they’re going to do, but in reality they’re going to do what they want and it’s totally opposite of what’s appealing…They’re going to lie to us, but then they’re going to go back and do what they want to do anyways when they get elected.” – Blue collar male 15

16. Attitudes toward Decision-Makers & Candidates Young people are frustrated with President Bush but are largely looking past him toward the 2008 election and the frontrunner candidates.

17. Young people are frustrated with President Bush, but for the most part they are more focused on the future. • Young people have a clear view of President Bush and most dislike him. Most felt he had no plan to get us out of Iraq and saw him as lacking in credibility and restraint. “He’s in-articulate. He doesn’t know what he’s doing. He, he’s made tons of decisions that have just brought us down.” – Latina woman, Tampa “Just really not sure what direction he’s bringing this country or what his motives are…He’s not with us like he should be.” – College student, Minneapolis “I have a hard time believing in him.” – African American woman, Philadelphia • Participants were largely dismissive of Bush. It is time to move on. Their feelings toward the President impact the way they they view other issues and the way they will vote next year, but they are forward looking. “I just, I don’t know, I just don’t care about him anymore about his opinions or how he goes about things.” – Latino man, Denver 17

18. Young people are as equally frustrated with Congress as they are with the President. They are disappointed that nothing seems to be getting done. • They used terms like “stuck,” “standoff,” and “stalemate.” The bottom line is that very few young people see any real progress being made on the issues important to them. “I don’t know about what they’re doing. That’s what I put ‘cause, I really don’t.” – Latina woman, Tampa “They’re supposed to be our representatives, but I can’t, I bet you can’t find a single person in Congress that represents me, you know… That, that has ever had to worry about, you know paying bills, getting gas into their vehicle, feeding their child...” – Blue collar woman, Denver “I agree with a lot of them and I think they all have good intentions, but just collectively getting that body of government to do stuff is pretty difficult.” – Latino man, Denver • Most know that last year’s elections resulted in a Democratic take over of Congress, but still nothing gets done. Even the most partisan of Democrats in the groups felt little was being done on important issues. “I said they’re better than before, the new elected officials, but I think they still need more cahones. If they were to really want to end the war they would stop the funding for the war and they have the power to do that.” – Latino under 30 18

19. Hillary Clinton was clearly the most known candidate and the one with the strongest profile – both good and bad. • Clinton inspires many of our participants. They are excited that a woman finally has a genuine chance to win. “It would be neat to finally have a woman President.” – Unmarried woman, Philadelphia • They believe she is tough enough (perhaps too tough) and that she has enough experience to do the job. “I like her, she’s a strong, she’s a strong woman and that’s what I really like about her. “ – African American woman, Philadelphia 19

20. Negative feelings about Clinton were just as potent. • They also worry that international leaders will not take a woman seriously. Even young women wondered if she would be too emotional when weighing important decisions, but others saw that as a virtue. “I just wonder if she actually will have enough power in that position, as a woman to get anything done…I mean all world leaders what are you going to think about, you know a woman…” – Latino man, Denver “Just looking at past history, male, when you have a male leader, automatically it would just commands respect, whereas women, there are women leaders, but the history behind it they’ve had to struggle a lot more to get where they’re at.” – Latina woman, Tampa • Republican participants were very critical of Clinton, and she was the most polarizing figure we discussed. 20

21. Young voters also have a good sense of Obama, and most believe he is the better candidate for young people. • He represents change. “Well I just think also the younger generation, I mean maybe people our age have seen too many old people and they want someone you know someone who’s younger and as far as I can remember they’ve all been pretty you know elderly.” – College student, Minneapolis “I mean I think he would probably try to...accommodate...right, the younger people” – African American woman, Philadelphia • Still, they had their doubts. They wonder if America is ready to elect an African American man. Participants also have doubts whether Obama has the experience needed to deal with the challenges we face. “I have doubts. I mean he’s young and exciting and very eloquent, but even Bill Clinton said, you know he doesn’t know what he’s doing. He’s a young rising star but he doesn’t have the experience required to be president.” – College Student, Minneapolis 21

22. Rudy Giuliani was the most known and best liked of the Republican candidates. • Young people saw him as more liberal and less of a typical Republican which may help him in a General Election but not the primary. This, paired with his tough image and natural and cultivated association with 9/11, made him more likely than other Republicans in the field to pull voters from the Democratic candidate among this majority Democratic age group. “He was really involved with 9/11. He was right there, but now that’s probably the only thing he has to his name.” – College student, Minneapolis “He’s not playing to the evangelical base, I don’t believe which is a big part of that party.” – Latino man, Denver Now that Giuliani has left the race, it is unclear which candidate left on the Republican side will have the strongest pull for young voters. 22

23. Sources of Information The Internet is by far the most popular source of information, both political and otherwise.

24. Young people prefer the internet over other sources of political information. • On the internet, if you hear a liberal report on one issue you can find a conservative report to balance it out. Other forms of media – radio, television, cable – were seen as inevitably one-sided. “Like you said with TV, when you watch TV they show you what they want you to see, but online you’ll get to see it all. Like you’ll get to read up and research and check out the whole perspective of everything.” – Blue collar man, Tampa • Most do not regularly talk politics with their friends. Those who said they did tended to be women more than men. However, many said they talked about certain issues like the cost of health care or education, though not in the political context. 24

25. Many were on My Space or other social networking sites like Facebook, but they are not seen as credible sources of information at this time. • Young people know that it’s not really the candidate and sometimes not even the campaign that is behind a networking page. So while many young people can be reached through these sites, the information they receive is taken with a grain of salt. “I went to Obama’s (My Space) and it was really generic. And I don’t think he had logged on in a while. And you don’t know if they’re official either, if it’s really them.” – Unmarried woman, Philadelphia “I wouldn’t want to base any opinion off of it, it’s just like music artist. They don’t run their own my space pages some people write them for them. I wouldn’t base nothing off of it.” – Blue collar man, Tampa • Even those who had added candidates as “friends” see campaigning on social networking sites as silly and frivolous and do not view it as a valuable sources for electoral information. “I think (MySpace is) kind of sneaky. It’s kind of putting like a happy face on kind of like a slimy guy. Like they say all these good things like Oh I love football and video games and all that stuff just to try to relate to (young people).” – College student , Minneapolis 25

26. Messaging to Young Voters Rules for Engaging Young People in the Political Process

27. DO NOT:Place young people in opposition to older people.DO: Use unifying language that gives young voters the opportunity to use their vote for a bigger purpose. • Young people believe we are all in this together, and they don’t necessarily think that even seniors are getting all they’re issues addressed. “And also you’re not downgrading you know the elders. You want them, they’re important too. It’s not a competition between the young and the old.” – Latina woman, Tampa • While they want to make life better for themselves, they also want to make it better for the people they love and care about. “I liked everything it said because I do have a sister who wants to be able to go to college. I do have friends in Iraq. I do have a child. And my parents, you know Social Security. And I’m a parent.” – Unmarried woman, Philadelphia “ I like that it’s focus more on the greater good and not just like what you wanted. “ – Blue collar man, Tampa 27

28. DO NOT:Think that numbers alone will empower young people to take action.DO: Know that the way to empower young people is to make sure they know their vote can make a difference and will actually be counted. • The message needs to do more than just speak to statistics, it needs to invoke issues important to young people and be situated on the war, health care, or the economy. “I think it’s good to know like, that you have the numbers, but then maybe there could be some sort of statement that’s you know even just saying like there are some really important issues that you could have a voice in. or just something that like sort of brings it into the context more, it’s really abstract.” – White woman • The statistics give validity to strength in numbers, but first they have to feel empowered that voting matters. “Because of the numbers and because, I mean, it’s the truth. A lot of, like a lot of my friends they don’t even care to vote because they don’t think that their vote counts.” – Latina woman, Tampa “Well in a sense it’s kind of like vague, maybe a detail or a statistic other than just nearly fifty million. I don’t know, it wasn’t bad; it just wasn’t great.” – College student, Minneapolis 28

29. DO NOT:Invoke anger.DO: Invoke the issues that frustrate young people, but be results oriented. • The heated angry language below may be too much red meat for young people who have doubts that voting can make a difference. “I just thought the whole thing was so negative that I mean, people are apathetic and I think sometimes that’s just being overwhelmed with all this negativity.” – College student, Minneapolis • The language should be forward looking, because young people are still optimistic and want solutions rather than placing blame. The language needs to strike the right balance between getting mad and making a difference. “I think it’s, compared to the other one it’s everything negative about what’s wrong….You know I mean it’s kind of like well that’s not going to convince me to go just because of all the negative. I’m more affected by positive things you know…I’d rather just hear about you know the positive things that could be done if I do go vote.” – Current college student 29

30. DO NOT:Think that young voters will vote just because it is the right thing to do.DO: Know that we need to appeal to their interests, issues, and desire for practical solutions. • Young people are unlikely to register to vote and turnout based solely on language that voting is a right, a duty, or the “right thing to do”. “I feel like I’m getting yelled at…It’s like I feel like that’s, …maybe my great-grandparents would have given me a speech like that, like but I feel like I’m being yelled at. I don’t like it.” – Unmarried woman, Philadelphia • They need to be motivated to vote based on issues and outcomes. Messages need to be direct – change the war, improve schools, fix the economy, voting makes a difference for you and those important to you. “…The last sentence though, I kind of have an issue with that because I think it’s played out and like you always hear that and it’s like well talk about something that’s relevant now.” – Unmarried woman, Philadelphia 30

31. DO NOT:Believe that young voters have confidence that their vote will count.DO: Know that messaging needs to reinforce empowerment. • Young people have real doubts that voting will effect much change, that their vote will make a difference, or even that their vote will be counted. “See that’s what everybody thinks that, you know my vote’s not going to count. You know that’s I mean there’s a lot of you know younger people that are more voting now, but there’s still not enough.” – Unmarried woman, • The message that worked was effective because it did not say for sure that these changes will happen, but that they could happen if people vote. 31

32. Appendix Text of Message Tests

33. DO NOT:Place young people in opposition to older people.DO: Use unifying language that gives young voters the opportunity to use their vote for a bigger purpose. • Strongest Language: Your vote can make a difference for people you care about. Vote for your brothers and sisters who want to be able to go to college. Vote for your friends who are in Iraq and want to come home. Vote for your children who will need clean air to breathe and good schools to go to. Vote for parents so they have social security benefits and Medicare when they retire. Don’t just vote for yourself—vote for them. • Strong Language: In 2008, your voice will matter. As part of a new generation of voters, 50 million strong, you have the power to change politics in this country. It’s up to you to decide who the next president of United States is. It’s up to you to decide if and when the war will end. It’s up to you decide if everyone in this country should get healthcare coverage. It’s all up to you, so let your voice be heard on Election Day • Weaker Language: Decisions are made by those who show up. Older voters, especially seniors, vote consistently, and as a result, their needs are being met – Social Security, Medicare – while ours are ignored, like college affordability and health care. Politicians talk to the people who they think are going to vote, and they prioritize the issues important to those people. If we want our issues to be priorities, then we need to vote. If not, older people will continue to rule and younger people will continue to be last in line. We can decide which candidates get to be our leaders and how this country is run now and in the future. 33

34. DO NOT:Think that numbers alone will empower young people to take action.DO: Know that the way to empower young people is to make sure they know their vote can make a difference and will actually be counted. • Less Successful Language: Our generation has the numbers to decide what happens in the next election. In 2000, the presidential was decided by just half a million votes. The average competitive congressional election is won by less than 1,000 votes. In 2008, there will be 50 million young people eligible to vote. We have strength in numbers if we just show up. We can change the agenda and elect the next President. Voting is one of our generation’s best chances to make a change. 34

35. DO NOT:Invoke anger.DO: Invoke the issues that frustrate young people, but be results oriented. • Less Successful Language: Our country is way off course. There is no end in sight for the war in Iraq, which has killed thousands of Americans, hundreds of thousands of Iraqis, and damaged America's national security. The economy is in a free fall, and we’re losing jobs. Millions of Americans, especially young people, are without health insurance. We struggle to pay for education while the government is doing less and less to help. We can’t let this go on. People our age need to take a stand, or the things we care about, the things that affect us personally, will never be a priority for the politicians in Washington. We need to vote in 2008, and we need to vote for change and accountability. 35

36. DO NOT:Think that young voters will vote just because it is the right thing to do.DO: Know that we need to appeal to their interests. • Less Successful Language: Voting is the most important right that citizens in a free country have. We should make every effort to participate in this most fundamental expression of our democratic freedoms. Too many have sacrificed too much for us to decide that not voting is acceptable. 36

37. DO NOT:Believe that young voters have confidence that their vote will count.DO: Know that messaging needs to reinforce empowerment. • Language that Works, but Needs Tweaking:We’re facing an historic election in 2008. What happens in the voting booth next November will impact the course of the country for years to come. Do we stay in Iraq and secure that country as some people want, or do we leave Iraq and turn our attention elsewhere? Does government get more involved making health care affordable, as some people want, or do we let the market decide? Our generation has a vested interest in what happens. We need to give our generation a voice—a voice for change. 37

38. Findings from Focus Groups Among 18-29 year-olds October 2007 www.lakeresearch.com www.tarrance.com