To create messages that resonate across the political spectrum, RWJF stopped using the language of inequality in its communications.








Instead, it began to frame health issues using the Deep MetaphorTM of Journey, which appeals to both Republicans and Democrats.

The tagline, "Health Starts where we live, learn, work and play" has helped RWJF gain bipartisan support for initiatives in areas such as childhood obesity, access to health care, and healthy family eating, and the ZMET study has become a landmark case in social policy circles.