Viewpoint Public Affairs and TwoRoads Strategy Launch Joint Initiative to Power Innovative Communications

Policy communications don’t always resonate—especially when they rely on tactics that no longer match how people engage with information. But when storytelling is done strategically, it can cut through the noise, shape public perception, and build lasting support.

That’s why we’re excited to announce a new collaboration between Viewpoint Public Affairs and TwoRoads Strategy—a firm that shares our belief in the power of narrative to drive impact. Together, we’re launching an innovative advocacy strategy designed to go beyond awareness—to capture audiences, shift sentiment, and generate influence.

This strategy combines audience research, message testing, content creation, and multi-channel distribution, all anchored by a branded digital media platform that serves as a hub for compelling, values-based stories. The goal is to engage overlooked audiences and strengthen the connection between issues and the everyday experiences of working people.

At the heart of the effort is a self-sustaining content engine—designed to continuously source, develop, and distribute emotionally resonant stories that highlight the real-world benefits of policies. These authentic stories are delivered through coordinated channels that reach people where they are, not just where we wish they were.

By bringing together a unique combination of Viewpoint’s policy fluency and strategic vision with TwoRoads’ content strategy and storytelling expertise, we’re bringing an innovative communications approach for clients—one that’s scalable, research-backed, and focused on results.

We’re excited to get to work—and to show how powerful, engaging sentiment-driven communications can help campaigns, organizations and coalitions break out of the echo chamber and connect in audiences in meaningful ways.

Learn more about Viewpoint’s approach at viewpointpa.org and Two Roads Strategy at tworoadsstrategy.com.