What is FUD:

• Acronym: Fear, Uncertainty, and Doubt
• Created by former IBM engineer Gene Amdahl 50+ years ago
• Appeals to emotion rather than fact

Virginia Election Case Study:

• Redistricting ballot: over $80 million spent
• Yes side won by less than 2 percentage points
• Exit polls: many voters still uncertain what they voted on

How Both Sides Used FUD:

Yes Side:

• Messaging: protecting democracy, stopping Trump
• Misleading ballot language ruled by judge
• Mailers disguised as "local newspapers"

No Side:

• Themes: protecting voting rights, stopping power grab
• Used 2017 Obama clip condemning gerrymandering against his own endorsement

When to Use FUD:

1. One-off Decisions

• Ballot questions without party labels

2. Playing Defense

• Getting voters to hesitate or stick with status quo
• Lower bar than getting action

3. Issue-Based, Not Person-Based

• Focus on policy consequences, not opponent
• Easier for voters to admit policy isn't working than being wrong about a person
• Lets voters "be right again" without feeling they changed their mind

Caution:

• FUD only gives reasons against something
• Must pair with positive message about what you'll do

Bottom Line: Use FUD sparingly for one-off decisions, defense, and issue-based arguments - always combine with positive messaging.

For more campaign messaging tactics, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.