About Words to Win By

Words to Win By, formerly called Brave New Words, takes listeners on a journey around the globe with renowned communications researcher and campaign advisor Anat Shenker-Osorio as she unpacks real-world narrative shifts that led to real-world victories.

Words to Win By is produced by

Season 3

We’re back again, bringing you worldwide wins, laced with a dose of setbacks and fights still underway. We head to Brazil where an all-out effort to mobilize young people sealed the deal to oust Bolsonaro and bring Lula back to power, unpack how Democrats won across battlegrounds in the 2022 US Midterm, consider what comes next in Costa Rica’s fight to ban fossil fuel extraction, and trace how undocumented immigrants in Ireland won legal status. And we offer a two-part episode on messaging about the economy – unveiling why voters give the right unmerited top marks on this topic and what progressives can do about it.

Season 2

In this season, we go from Switzerland to Arizona and from the Dominican Republic to West Virginia to unpack some of the fiercest fights – and biggest come-from-behind victories – for progressives. We consider the messaging deployed to ensure the will of the people prevailed in America’s 2020 election, explore the symbols used to argue for legalizing abortion in Argentina, and hear about the deeply personal conversations among strangers critical to flipping Wisconsin. In every case, we examine the words, tactics and strategies needed to take on entrenched parties and defy all expectations to win.

Season 1

From electing the dynamic Jacinda Ardern Prime Minister of New Zealand, to repealing a national ban on abortion in Ireland, to beating back right-wing race baiting in Minnesota, in season one Anat and her guests explore what made it possible to engage the base, persuade the middle, send the naysayers packing, and win.

Anat Shenker-Osorio

About host Anat Shenker-Osorio

Founder and Principal of ASO Communications, Anat Shenker-Osorio examines why certain messages falter where others deliver. She’s led research into how to persuade and mobilize on issues ranging from tackling right-wing race baiting to promoting clean energy and from honoring the rights of immigrants to reforming criminal justice. Anat’s delivered her findings at venues such as the U.S. Congressional Progressive Caucus, Centre for Australian Progress, Irish Migrant Centre, Open Society Foundations, Ford Foundation, New Zealand Council of Trade Unions, the European Commission and LUSH International. Her writing and research is profiled in The Washington Post, The Atlantic, Boston Globe, Salon, The Guardian and Grist, among others. She is the author of Don’t Buy It: The Trouble with Talking Nonsense About the Economy. Learn more: ASOCommunications.com