Problem:  The average citizen/voter feels powerless over big money in politics. This is an issue that leads to voter apathy and under-representation in elections and elected officials.

Target:  Free-thinking Americans

Insight: Free-thinking Americans  want big money out of politics

Key Brand Benefit: American Promise will fight for the American dream

1 Thing We Want to Say: “We the People - not big money, not unions, not corporations - must govern the United States.”

Tagline: We the People [Believe in Keeping Politics Fair]        

[Want Fair Representation]

[Will Fight For the American Dream]   

[Govern Ourselves]

[Stand Together Against Big Money]   

[Want Money Out of Politics]