How UDC’s Strategy Helped Them Win Elections: Clear Promises, Real Solutions

Winning an election isn’t just about having ideas—it’s about making those ideas clear and convincing to people. To do this, leaders and parties need to show exactly what they stand for and how they’ll make life better. This is called “positioning” and “messaging.” Positioning is how a party wants people to see them, and messaging is how they communicate their promises in ways that connect with people’s everyday lives.

In Botswana’s recent historic elections win, the Umbrella for Democratic Change (UDC) gave a perfect example of how to do this well. UDC didn’t just make promises; they showed how their ideas could solve real problems. By focusing on important issues like better wages, job opportunities, and affordable services, they offered a clear vision of a better life for Batswana. Let’s take a closer look at how UDC’s strategy worked and why it’s so powerful.

Why Positioning and Messaging Matter

For people to support a cause, they need to feel understood. Positioning and messaging help a political party connect with people by addressing their specific needs and hopes. When a party positions itself clearly, it builds trust because people know what it stands for. And when they use messaging that speaks to real problems and solutions, it helps people see that the party’s promises aren’t just talk—they’re achievable.

UDC’s election strategy was powerful because they focused on promises that mattered to people and showed how these promises could lead to real improvements in their lives.

1. Clear Promises for Real Change

The first thing that made UDC’s strategy stand out was its focus on clear and realistic promises. People want to know how voting for a party will impact their lives, and UDC offered exactly that.

Some of their promises included:

• A Living Wage and Better Salaries: UDC promised a BWP 4,000 living wage and an average salary of BWP 10,000. This promise wasn’t just about numbers; it showed that UDC cares about helping people make enough money to live comfortably. They positioned themselves as the party that would make life affordable and rewarding for everyone.
• Creating 500,000 Jobs in Five Years: With many Batswana struggling to find work, UDC’s promise to create 500,000 jobs over five years (and 100,000 in the first year) directly addressed one of the country’s biggest problems. This showed that UDC had a plan to help families and young people get stable jobs, making the future look brighter.

2. Speaking Directly to People’s Needs

UDC also made sure their promises spoke directly to the concerns of different groups—young people, the elderly, and lower-income families. By addressing each group’s unique needs, UDC showed that they understood and cared about what each group was going through.

Some examples of this targeted messaging were:

• Support for Students: UDC promised a monthly BWP 2,500 allowance for students and free sanitary pads for primary and secondary school learners. This message was especially powerful for young voters and their families, showing that UDC valued education and was willing to invest in it. It also showed respect for students’ dignity and health. Young people rallied behind the UDC around the phrase "Fatshe Leno la Rona, Dawg".😂
• Better Pension and Lower Age Limit for Elderly Benefits: UDC proposed to increase the pension to BWP 1,800 and lower the eligibility age from 65 to 60. This message was a clear signal to older voters that UDC valued their well-being and believed they deserved a comfortable retirement.
• Lower Water and Electricity Costs: By promising to reduce water and electricity costs by 30%, UDC’s message connected with people struggling with the high cost of living. This simple but powerful message showed that UDC was focused on making everyday essentials more affordable for everyone.

3. Aligning Promises with Botswana’s Values

Beyond addressing specific issues, UDC made sure their promises felt right for Botswana. They reflected the values that many Batswana hold dear, like community, dignity, and fairness. This made their messages feel more sincere and meaningful.

For example:

• National Community Service Program: UDC proposed a new version of the “Ipelegeng” community service program, which would pay participants BWP 2,500. This program would help people find work while building stronger communities. It aligned with the idea of “Botho” or humanity—a deep cultural value in Botswana that speaks to caring for others. This message showed that UDC was committed to both improving the economy and uplifting communities.
• Building 100,000 Affordable Homes: Housing is important to most families, and UDC’s promise to build 100,000 affordable homes over five years was a big commitment. It wasn’t just about houses; it was about giving people stability and comfort, showing that UDC understood the importance of home ownership and security.

Why Clear, Direct Promises Matter

One of UDC’s biggest strengths was that their promises were specific and realistic. They didn’t rely on vague ideas; instead, they offered clear goals with measurable results. Each promise was something voters could easily picture, making it easier for people to trust that these promises would actually happen.

By making their promises clear and directly connected to people’s daily lives, UDC’s strategy showed they were serious about making life better for Batswana. They built trust and credibility by making it clear that their promises were achievable.

How Positioning and Messaging Helped UDC Win

UDC’s election strategy shows why positioning and messaging are so important when you want to inspire people to act. By showing they understood people’s struggles and by making clear, realistic promises, UDC created a connection with voters that went beyond words. They weren’t just asking for votes—they were offering hope for real change.

In the end, UDC’s success was about more than winning an election. It was a reminder that when you communicate clearly, address real needs, and align with people’s values, you can inspire people to take action. UDC’s victory wasn’t just a political win; it was proof that good positioning and messaging can make a real difference in people’s lives. And for any group looking to connect with an audience, this is a powerful lesson: people will follow if they know you truly care and are willing to deliver.

In the words of Ama2K, "Fatshe Leno la Rona, Dawg!!"

So what resonated with you the most about UDC's promises... I would love to know in the comments.