Brand & outreach
Making the PACTE irresistible
How to “sell” a cross-partisan program: the brand, the story, and above all the mechanism that leads every party to sign — without any of them seeming to back down.
1 · The name
“Pacte”: a word worth gold. A mutual, solemn promise that binds both parties.
Power to the Citizens: Electoral Transformation
The story: “the contract the French have their elected officials sign.”
2 · The slogans
“Neither left nor right — transpartisan rules.”THE slogan — on the poster, in signatures, everywhere
“We’re not asking you to switch sides. We’re asking you to sign for clean rules.”the longer hook — disarms distrust
“For once, something we ALL agree on.”the emotion: unity
“Clean the house before arguing about the furniture.”the simple image
“12 reforms. 12 months. The final word handed back to citizens.”the promise
“The RIC is simply the right to decide. Who could be against that?”the question that makes people think
3 · The positioning: aim at the rules, never at people
🎯 The target
Never a party or a person — only the rules of the game. We talk about how things work, not about people: no one feels singled out, and everyone can see themselves in it.
❤️ The emotion
Unity and hope. Taking back control. Leaving behind the feeling that “it’s all decided in advance.”
🤝 The proof
Co-signature from day one by a figure from the left + one from the right + a centrist. “When all three sign the same page, it’s common sense.”
4 · The mechanism: a public, mutual commitment
Inspired by pledge charters that have won over entire political classes: rather than convincing parties one by one, make a broad, cross-partisan citizens’ expectation visible — one it becomes natural to answer.
1
The Charter. A short, clear text that candidates sign publicly.
2
The scoreboard. A public site shows who has signed ✅ and who declines ❌. Transparency does the work.
3
The conditional vote. Citizens pledge: “I’ll only vote for a signatory.” That’s the lever.
4
The tipping point. The more citizens take the pledge, the more rational signing becomes — and declining, a costly admission.
↻ Each signature brings on more: the loop feeds itself.
5 · The pledge, in two sentences
Candidate — “If elected, I will open the year of public debate on the 12 reforms, then put them to the people by referendum, one year to the day after the election.”
Citizen — “I will give my vote only to a candidate who has signed the PACTE.”
6 · The scoreboard (mockup)
Candidate — Party A
✅ Signed
Candidate — Party B
✅ Signed
Candidate — Party C
⏳ Undecided
Candidate — Party D
❌ Declines
The ❌ column puts one simple question to voters: “why does your candidate decline to hand the final word back to citizens?”
7 · The visual identity
🔒 The 12 locks
The central metaphor: 12 padlocks on democracy, opening one by one (one per month). One padlock = a simple logo, easy to adapt.
🔒🔒🔒🔒🔒🔒🔒🔒🔒🔓🔓🔓
🎨 The palette
Trust blue + “commitment” gold, with understated blue-white-red touches (republican, not partisan). A crisp tone — institutional yet warm.
8 · The rhythm: 12 months of content
Throughout the year of debate, the “12” sets the campaign’s pace: one reform unveiled and debated each month (video, visual, debate, grassroots action). Then, after one year, a single multiple-choice referendum writes them into the Constitution all at once.
→ See The full Plan and the persuasion kit.