“The stories we tell about power shape whether people see themselves in the fight – or sit it out.” – Terrance Woodbury

Building power for health justice demands confronting barriers to civic participation and addressing systemic inequities that disillusion communities. At the Community Catalyst 2024 Convening, Terrance Woodbury, CEO of HIT Strategies, shared insights into the factors driving declining Black voter turnout and strategies for re-engagement. Woodbury’s research reveals how overlooked narratives and systemic neglect continue to erode trust, making intentional and values-driven messaging more urgent than ever. 

Powerful Moments: 

  • “It’s not about the economy; it’s about the cost.” Woodbury emphasized reframing economic messaging to address tangible issues, highlighting how the cost of living resonates more deeply than abstract discussions about “the economy.” Connecting these costs to broader systems of inequity helps reveal why addressing these challenges is essential to voter engagement. 
  • “Power goes beyond Election Day.” Woodbury challenged participants to expand their understanding of political power, integrating electoral, negotiating, and accountability power into sustained advocacy. This shift involves showing communities how their voices can shape change year-round, not just at the ballot box. 
  • “Men of color are emerging as swing voters.” Engaging young men of color requires messaging rooted in values like patriotism, spirituality, and family – areas where progressives must reclaim narrative strength. 
  • “Millennials and Gen Z demand authenticity.” Woodbury highlighted that younger generations are deeply attuned to authenticity and demand that messaging aligns with their lived experiences and values. As the largest and most diverse voting bloc, these generations represent a key demographic whose engagement can shape the political landscape. They are less moved by traditional political rhetoric and more inspired by movements and messages rooted in social justice and tangible impact. 

This session underscored the need for tailored, values-based storytelling that speaks to voters’ lived experiences. 

A man with short hair and a beard stands on a stage next to a podium and in front of four brown chairs. He is wearing an open blazer over a white shirt, cream pants and blue tennis shoes.
Terrance Woodbury of HIT Strategies

Calls to Action:

  • Take Action: Share this video with your network and spark a conversation about the importance of economic messaging and voter engagement. 
  • Get Involved: Explore how you can support local efforts to engage young voters and men of color in your organizing and powerbuilding efforts. 
  • Learn More: Visit HIT Strategies to discover research-backed strategies for effective political messaging and voter mobilization. 

In This Series

Winning In The Wilderness | Mobilization and Long-Term Organizing

In states like Georgia, where political challenges feel unrelenting, advocates must navigate the tension between immediate mobilization and sustaining long-term organizing efforts.

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Navigating The Divide | Building Power Across Communities  

Leaders Dana Kennedy (Center for Health Progress), Del Monte Jefferson (Center for Black Health and Equity), and Acadia Jacob (Florida Voices for Health) share their strategies for building power across diverse communities to confront systemic health inequities. 

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Health Justice Advocacy Panel | Local and Federal Strategies for Equity

Advocates from North Carolina, California, and national organizations discuss health justice as both a local and federal priority, with a focus on accountability and grassroots empowerment.

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