With so much noise centered around the 2024 election, the African American Policy Forum has stepped in to clarify important issues facing our communities this election. Through its Race-Forward Messaging Project, supported by racial justice and democracy advocates, the AAPF’s goal is to shift the narrative on how to engage voters, especially in communities of color. As Election Day approaches, AAPF’s series of election roundtable conversations featuring Kirsten West Savali, VP of Content at Urban One’s iOne Digital, Kaye Wise Whitehead, host of Today with Dr. Kaye on WEAA and African American Policy Forum Senior Fellow Tim Wise, aims to unpack what’s truly at stake this election.

The Race-Forward Messaging Project challenges conventional campaign strategies by shifting focus from persuadable white voters to prioritizing the mobilization of “racial justice voters “-those who are motivated by the fight for racial equity. As Jesse Jackson once noted, “an organized minority is a political majority.”

The project embraces the premise of empowering voters committed to racial justice and leveraging their collective power. While Black eligible votes make up just 14% of the national electorate, they represent an important share of the vote in key battleground states like Georgia and North Carolina. The project’s ultimate goal is to build a new political majority through a united push for a multiracial democracy.

The Race-Foward Messaging Project’s survey also reveals the power of targeted messaging in motivating Black voters. After hearing race-forward narratives, 17% of Black registered voters reported a significant boost in their motivation to vote—especially among key groups like Gen Z, Black men aged 18-49 and Black women over 50. This surge is crucial in a razor-thin election, particularly in states with new voter suppression laws aimed at reducing Black voter turnout. Focusing on racial justice issues is an effective way to energize these voters and counter efforts to quell their electoral power.

Voters are motivated by direct conversations about racial justice, civil rights, and the ongoing struggle for democracy for all. To push back against threats like Project 2025, it’s important to focus on mobilizing folks who are invested in the issues. By doing so, we can make sure voices are heard on November 5th.

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