How to Be Serious About Safety
A practical messaging playbook for leaders responding to “tough-on-crime” attacks
How to Be Serious About Safety
How to Be Serious About Safety
• The Data: A “Serious” Approach Beats “Tough On Crime”
• Constructing a Serious About Safety Message
• Examples of “Serious” Messaging at Work
• What to Do (and Not to Do...)

We know what our communities want and deserve: safety, accountability, and justice. People should not have to choose; we can, and should, have all three.

But across the country, fear-based attacks about crime, immigration, and public safety are growing louder and are likely to intensify over the summer and into the fall. Too often, these attacks are designed to stoke division, scare people, and distract from real solutions. Real leadership requires getting out ahead of these attacks and delivering a clear and distinct vision for what people want: safe and thriving communities where everyone can have a stable and secure future.

Vera Action’s 40+ rounds of polling and messaging research show that people are looking for leaders who are serious about safety: these leaders acknowledge that being safe is a fundamental right, and they offer real solutions to prevent crime before it happens; support policing that is responsive, trustworthy, and accountable; and invest in the programs and services that help communities thrive.

This guide offers practical language that can be adapted for speeches, op-eds, paid and social media, and conversations with the press and constituents.

The Data: A “Serious” Approach Beats “Tough On Crime”

Most people prefer a “serious-about-safety” approach that emphasizes real solutions to prevent crime and break its cycle over a “tough-on-crime” message.

Even when under attack, mimicking “tough-on-crime” rhetoric is an ineffective approach. Get off the opposition’s narrative playing field and onto your own with a “serious about safety” message.

Constructing a Serious About Safety Message

STEP 1: Lead with the VALUE that everyone deserves to be and feel safe.

I stand for safety, accountability, and justice. All of us—no matter what we look like, where we live, or how much money we make—should feel safe in our homes, in our schools, at work, and in our neighborhoods. We all deserve to live in communities that are safer, fairer, and more just.

STEP 2: Define the VILLAIN as those who use “tough” talk and scapegoating to stoke fear about crime.

We don't need scare tactics and empty rhetoric that stoke fear instead of actually making us safer. We need real solutions to advance safety.

STEP 3: Deliver a positive VISION for the future to make our communities safer for everyone.

My focus is on supporting strong, accountable policing; fully funding quality schools for every child; investing in treatment for mental health and drug addiction; and making sure people can actually afford to live in the neighborhoods they call home. These are things that prevent crime and help communities thrive—and make all of us safer.

“Serious” Messaging at Work

Mayor Mary Sheffield:

We know that one life lost is still far too many. I believe in a comprehensive and holistic approach to public safety that is rooted in strong partnerships with our law enforcement agencies and our community... we are investing in prevention, more year-round employment for our young people, ensuring that we’re expanding our CVI work…and that we’re investing in intervention, expanding community policing efforts—boots on the ground in our neighborhoods, and also our mental health co-response as well."

What to Do (and Not to Do...)

When You Hear...
You Can Say...
Because...
When You Hear...
Tough-on-crime tactics work: We don’t need more “woke,” soft-on-crime policies. We need to uphold law and order.
You Can Say...
I am serious about safety: I will work to make life safer for everyone by getting illegal guns off our streets, expanding mental health and addiction treatment, investing in affordable housing and jobs, and supporting our police to solve serious crime. I support proven solutions that are working to deliver safety, accountability, and justice for all of us.
Because...
Instead of trying to “out-tough” the opposition, it is more persuasive to own a distinct message grounded in real solutions.
When You Hear...
Cash bail works: We need to maintain strong bail laws to keep dangerous people in jail. Cashless bail policies have fueled crime and emboldened violent criminals.
You Can Say...
Cash bail makes us less safe: Public safety, not wealth, should determine who is released and who stays in jail pending trial. We need to end the two-tiered system of justice while keeping the public safe.
Because...
Talking about the need to make sure public safety, not wealth, determines who is released or remains in jail pending trial helps people understand how bail reform benefits everyone and points out the flaws of a money-based system.
When You Hear...
Do the crime, do the time: If you do the crime, you should do the time, and that means serving the full sentence. Offenders shouldn’t be able to get out of jail or prison early simply because they complete programs or have a good track record behind bars.
You Can Say...
Punishment alone fails: To make communities safe, people who break the law must be held accountable. This means acknowledging the harm they’ve done, accepting the consequences, learning from their mistakes, and changing their behavior. Harsh punishment and long sentences alone lead to more violence. We need to provide people with opportunities to turn their lives around and prevent future crime.
Because...
People have a more nuanced view of accountability: they don’t believe punishment is the only or best way to hold people accountable. They want accountability and rehabilitation to prevent repeat crime.
When You Hear...
Racial justice protests made crime go up: Ever since the anti-police riots and “defund” movement, officers have been demonized and attacked for simply trying to do their jobs. Politicians catered to activists instead of standing with law enforcement, and the result has been more disorder and violence.
You Can Say...
Black Americans deserve safety, accountability, and justice: For decades, Black neighborhoods have faced over-surveillance, mass incarceration, and family separation—all without making them any safer. Being serious about safety means supporting strong, accountable policing while investing in violence prevention and making sure every community has what it needs to be safe and thrive.
Because...
People can and should hear that Black communities have faced decades of both underinvestment and overenforcement. Naming race does not sink the message when it is connected to safety, accountability, and concrete solutions.
When You Hear...
Crack down on migrant crime: Radical open borders, sanctuary cities, and catch-and-release policies have led to a deadly migrant crime wave. We must deport violent and illegal immigrants who commit crimes and endanger our communities.
You Can Say...
We all deserve safety and stability: Let’s focus on solutions that live up to our values and make us safer. While some politicians demonize immigrants to divide us and stoke fear, I’m focused on building an immigration system that works. Let’s secure our border and create a pathway to citizenship for immigrants who have lived here for years—rather than wasting money on ICE raids that do nothing to make us safer. I’m focused on making life safer, more stable, and secure for all of us.
Because...
Messages on immigration that talk about how to make everyone’s life better and safer perform better than ones that try to divide people between immigrant and native born.
When You Hear...
People are falling victim to crime due to lenient policies: Too many people have fallen victim to violence as a result of “soft-on-crime” policies. We must stop putting criminals first and victims last. It’s time to do what works to make Americans safer, not what’s politically correct.
You Can Say...
Victims deserve safety and justice: All of us deserve to feel safe and secure in our homes, our schools, and our communities. While some politicians are using tragedies to score political points, I believe that tragedies like this demand real solutions to prevent crime. I believe in working with law enforcement to solve serious crime and investing in mental health and drug treatment to prevent the next tragedy. Nothing is more important than keeping you and your family safe—and I won’t stop working until you are.
Because...
It is critical to acknowledge victims and not dismiss or downplay legitimate concerns or real tragedies. But victims should not be used as political props. Showing you are committed to responding to violence and working until people feel safe goes a long way toward reassuring constituents.
When You Hear...
The “defund” movement is dangerous: The Defund the Police movement is without a doubt one of the greatest dangers to public safety in our nation’s history. We can’t expect the police to keep us safe if we aren’t willing to keep them safe.
You Can Say...
Invest in new approaches to prevent crime and break its cycle: We should support our officers to do the difficult jobs they’re tasked to do and demand accountability when they abuse their power or break the law. From the murder of George Floyd six years ago to Renée Good and Alex Pretti today, police and ICE brutality are undermining trust between law enforcement and the communities they are supposed to serve. We must rein in abusive law enforcement practices and invest in a new approach that prevents crime and breaks its cycle.
Because...
Vera Action research found that the best way to answer a “defund” attack is to call out scare tactics and talk about investing in comprehensive solutions to prevent crime, respond to crisis, and stop violence.
When You Hear...
Unleash the police: Police officers put their lives on the line for us every day. They work high-stress jobs and make split- second life-or-death decisions. The hostile climate for police has discouraged proactive police work. We cannot handcuff them by second-guessing every move.
You Can Say...
We need policing that is strong and accountable: Police officers are public servants who deserve support to do their jobs well. But with that authority comes responsibility: officers must be held accountable when they abuse their power or break the law. Investing in higher case clearance rates, faster police response times, and tools to solve serious crimes—alongside strong accountability measures—builds trust and makes communities safer.
Because...
Most people say they want better, more accountable policing, not simply “more policing.” People want support and accountability, not a blank check and impunity.
When You Hear...
“Teen takeovers” are dangerous: On the drop of a dime, hundreds of teenagers are swarming together in so-called “teen takeovers” and causing mayhem and leaving destruction in their wake. We need to impose curfews and prosecute parents when kids break the law.
You Can Say...
Create youth spaces and jobs: Our kids are in desperate need of connection. But there aren’t enough places kids can go that are accessible and affordable. We need to invest in more parks, recreation programs, and youth spaces. We also must expand summer youth employment opportunities that help young people use their time constructively, earn money, and prepare for the workforce. And before we punish parents, we should ask whether they have the support they need to succeed.
Because...
Research and experience nationwide have demonstrated that when we invest in summer youth jobs and safe third spaces for kids to socialize, crime—especially violent crime—can decrease by as much as 43 percent. In contrast, curfews are not a meaningful solution to curb crime, and they may actually increase crime.
When You Hear...
Juvenile crime must be punished: Juveniles who commit crimes need to go to prison. Policies tying the hands of prosecutors have made it impossible to rein in juvenile crime.
You Can Say...
Accountability means support and change, not just punishment: Accountability matters—full stop. Young people who cause harm should face real consequences. But if punishment alone worked, we wouldn’t be having this conversation. Real accountability means consequences and opportunities to change. That means giving young people on the wrong path alternatives to incarceration and opportunities to turn their lives around. And it means making investments in community violence intervention programs that steer our kids away from violence.
Because...
Incarcerated youth face higher rates of trauma, mental health problems, recidivism, school dropout, unemployment, and poor long-term health. These findings reflect a well-established scientific fact: children’s brains continue developing into their mid-20s, making kids more prone to impulsive and risky behavior—and in need of developmentally appropriate responses, especially for Black and Latino youth.