How the UNC Won the 2025 Election: A Masterclass in Storytelling

The United National Congress (UNC) secured a comprehensive victory in Trinidad and Tobago’s 2025 general election, defeating their longtime rivals, the People’s National Movement (PNM), 26 seats to 13. What many expected to be a close battle turned into a landslide victory so decisive that it prompted one of the fastest concession speeches ever seen.

While I’m not a political analyst, I specialise in storytelling and brand communication, and this political campaign showed how important narratives are in influencing public perception.

In this case, the UNC didn’t just win votes, they told a story that made people believe in a better future with them at the helm. This is a breakdown of how they used storytelling and marketing strategy to win this election.

A Quick Look Back: Setting the Stage

Before we dive into the campaign itself, it’s important to understand the political backdrop.

The UNC and PNM have long been the two dominant political parties in Trinidad and Tobago. Historically, the UNC has drawn most of its support from Indo-Trinidadian communities, while the PNM has been deeply rooted in Afro-Trinidadian and Tobagonian constituencies. While these lines have blurred in recent years and resulted in a larger swing vote, cultural and demographic ties still subtly influences voter behaviour.

The PNM came into power in 2015, replacing a UNC-led People's Partnership governed with a coalition-style approach that emphasized inclusivity and responsiveness. However, their tenure was marred by allegations of corruption, mismanagement of state funds, and internal instability, factors that eventually opened the door for the PNM’s return. PNM won again in 2020, riding promises of economic discipline and national stability, especially after oil prices dropped and the economic chaos caused by COVID-19. However, with rising inflation, crime, stagnant public sector wages, and relentless taxation becoming everyday realities, the population's patience wore thin.

By 2025, the question wasn’t just “who do I like more?” It was “who can really make life in T&T better?” And the UNC had a more compelling answer.

Here are the 4 steps the UNC took to establish their victory:

Step 1: Craft a Clear, Inclusive Message

A strong campaign begins with clarity of your core message, and the UNC’s messaging was both emotionally resonant and culturally aware.

Forget the election promises and marketing strategies for a while, their campaign slogan was simple to understand and easy to get behind. “When UNC wins, everybody wins,” this was the message that did heavy lifting. It wasn’t just catchy, it was strategic. It aimed to dissolve long-standing racial and regional divisions by positioning the UNC as a party for all. Whether or not people believed every promise, the narrative was clear: “This win isn’t just for our base, it’s for the nation.” The message targeted citizens' individual needs as well, as so many were searching for a “win,” after years of feeling like they hadn’t had one. The plans that followed had to back up this message, but it was enough to get people’s attention, which was key to those undecided on who they would be voting for.

Let’s compare this to PNM’s slogan, “All In (for T&T.)” While intended to sound unifying, it lacked context, urgency, or direction. What might have been an attempt to target younger voters with language they could feel connected to, essentially felt more vague than its competitor's message. It felt more like a rallying cry for loyalists than a message for an entire country. It is subtly saying that the people are already supporting you, when the public perception from the masses was still undecided. It felt disconnected from the public opinion and would have done little for the opposition voters and swing voters. The messaging needed to be more direct and inspirational. This is a great lesson for businesses that want the trendy, fun tagline that only a few people understand. It isn’t helping your brand, go for the simple and direct.

Step 2: Align with the People’s Pain Points

All marketing, especially political marketing, is about understanding your audience. UNC’s initial messaging was strong, but did they truly understand what the people wanted and needed? It seemed that way. UNC didn’t just tell people what they stood for. They spoke directly to what people were feeling and what they wanted: Financial strain? They promised a 10% salary increase for public sector workers who make up 20% of the population. Fear of crime? They proposed bold, even controversial, crime prevention policies like legal firearm ownership. Feeling hopeless? They promised new jobs, laptops for students, and reopened hospitals. How possible these are to execute remains under question, but they were saying the things that the people wanted to hear.

Their messaging was direct, and provided immediate relief, and when life is hard, people desire solutions that can make an instant impact. They’re looking for someone who sees their pain and offers a path out. 

On brand, PNM offered a more long-term approach to transformation. This could arguably be seen as less appealing to the average voter who wants a drastic change now. The other disadvantage PNM had at this point was having been in power for 10 years and not implementing the things they are now proposing. Their platform stood on the promises of what is to come rather than what they had accomplished. In that game, they would surely lose to UNC, who, having been out of power, not only would be slightly more connected to the people’s pains, but would also be in a better position to promise a brighter tomorrow.

Step 3: Build Trust Through Relatable Influencers

The UNC recognised that in today’s digital-first world, people trust people. Not just politicians on podiums but creators, artists, and influencers they follow daily.

This wasn’t just for “the likes”. Influencers across various platforms openly endorsed the UNC, and not just through stiff endorsements, but through storytelling. Using their own platforms, they shared why they supported the party, what policies they believed in, and how they thought it would benefit everyday citizens. This was something that we rarely see around election time, with many public figures playing coy when it comes to their political affiliations for fear of the repercussions. This resulted in several viral moments, all centred around the UNC logo, slogan and song. The influencers in question had their fair share of backlash, but it still would have played a factor in influencing the public. 

In contrast, the PNM leaned on older methods such as celebrity appearances at rallies or remixing popular songs with their branding. That might’ve worked in 2015, but in 2025, audiences want more than entertainment. They want to feel a real connection, and influencers can help provide that with an authentic connection on their platforms by sharing the same message in their voice to an audience that has already connected with them.

One of the PNM’s strategic moves in building trust came in changing the face of the party, with Stuart Young replacing Dr. Keith Rowley as Prime Minister. I think this was done to seem more appealing to the masses. While some welcomed the change and others didn’t. The public didn’t seem to have as strong a connection with him as with Kamla Persad-Bissessar, affectionately known as Aunty Kams, whose approach resonated with the public desire for solutions.

Step 4: Win the Visibility War with Paid Media

Even with a strong message, promises and social strategy, it can all fall flat if no one knows about it. This is where UNC held no bars and ensured that they were seen.

Starting with the song that used the slogan. Catchy, message-focused, and so memorable that even PNM supporters were humming it. It formed a foundation for TV and Radio ads, you couldn’t go a day in T&T without hearing it at least once.

To continue down the trail of traditional media, they used billboards, caravans, flyers to be visible in as many physical places as possible. But that was not enough in 2025, where you have to be everywhere digitally too; Social Media Ads, YouTube Ads, and In-Game ads, they ensured all touchpoints were used.

This wasn’t just a standard approach all political parties do, it was a deliberate paid media strategy to dominate attention. In marketing, there’s a principle: what’s repeated becomes remembered. Even if you weren’t politically engaged, you couldn’t escape their presence, and with a short window due to the snap election, that visibility mattered.

Now, a blitz like this can backfire if the message is weak or the tone is wrong, but UNC had a strong combination of the other elements. With a clean, unifying slogan and emotionally driven promises. It landed.

PNM’s visibility, in comparison, was subdued. Perhaps they were wary of backlash over using public funds for political campaigns, or perhaps they underestimated the urgency of this race. Either way, their low presence on the media battlefield was noticeable and costly.

Conclusion: Storytelling is Strategy

Yes, other factors influenced this election. Economic dissatisfaction, a desire for change and even Kamla’s reputation for serving the people could have played a part. But those sentiments alone don’t win elections, how you frame the messaging is what matters.

The UNC didn’t just tell the electorate what they wanted to hear, they built a narrative around inclusion, progress, and hope. They fused traditional loyalty with modern tools. They understood their audience and they told a better story.

In the end, they didn’t just out-strategise the PNM. They out-communicated them.

And in today’s world, that’s how you win.

Beyond Words: How Indirect Storytelling Builds Iconic Brands

99% of people who talk about storytelling are just talking about story structure.

“To tell a great story, start with a hook first, then establish authority…” and so on...

Most of this advice is pretty spot on for describing a linear sequence of events, or what I would call a narrative. The problem is that this isn’t even the biggest part of storytelling. 80% of communication is non-verbal, which means that we are gathering and processing the information around us to help us figure out the entire story of something.

Yet, storytelling isn’t just about the words spoken or the sequence of events described, it’s about the unspoken, the things inferred, and the details that shape perception without explicit explanation. Storytelling is not just about what is being said but also about what is being shown and the feelings that are evoked. This is why the most effective brands don’t just tell you who they are, they show you. And the way they show you? Through indirect storytelling.

Story is Everything Around Us

If you look around the room you are in, you will see things that add context to a bigger picture. For me, I’m in my messy office space. Other than my computer on my desk, there is an SD card, a lens cap, my phone, and two external hard drives. Behind me is a shelf with video and audio equipment and some random clothes thrown together on a chair. I could go on, but I’m sure you can picture the room in your mind and start to make inferences about who I am and what I do without me saying a word to explain it.

This same principle applies to filmmaking. In movies, storytelling isn’t just about the script, it’s about lighting, camera angles, set design, costumes, and even colour grading. A dimly lit room with cold blue tones creates a sense of unease, while warm lighting with soft shadows evokes comfort. The way a camera lingers on a character’s hands before a critical decision tells us something about their emotions without a single line of dialogue. Every element in a film is intentional and designed to contribute to the overall story. Brands need to adopt the same level of intentionality when crafting their own narratives.

Here lies the difference between direct and indirect storytelling.

The Difference Between Direct and Indirect Storytelling

Direct Storytelling

Direct storytelling is when someone explicitly tells a narrative. This could be a brand telling its origin story, a company explaining its mission statement, or a filmmaker using a script to guide an audience through a sequence of events. Direct storytelling follows a structure, with clear exposition, conflict, and resolution.

Examples of Direct Storytelling:

• A brand video where a founder tells the story of how they started their company.

• A testimonial ad where a customer explains how a product changed their life.

• A blog post about a company’s journey to success.

Indirect Storytelling

Indirect storytelling, on the other hand, is more subtle. It’s the information people gather from context, surroundings, and implicit cues rather than explicit messages. This is the difference between someone telling you they are organized and you noticing their workspace is spotless.

Examples of Indirect Storytelling:

• A luxury brand using high-end packaging and minimalistic design to imply exclusivity.

• A non-profit using images of people they’ve helped rather than just stating their mission.

• A behind-the-scenes look at a business’s daily operations, subtly communicating transparency and authenticity.

In film, indirect storytelling is what makes a scene powerful beyond dialogue. Think about a moment in a movie where the silence, the setting, or even the way a character looks at another conveys more than words ever could. In The Godfather, the use of dim lighting and slow, methodical pacing creates an air of power and control. In Schindler’s List, a single red coat in an otherwise black-and-white film conveys a powerful emotional message. These moments don’t explicitly tell us what to feel, we experience them.

Brands must think the same way. Every detail; from packaging and website design to customer service and the tone of marketing materials, adds or takes away from the brand’s story. Being intentional with these elements helps to reinforce the right message, just like in film.

Why Indirect Storytelling is So Important

1. People Don’t Like Being Sold To

Filmmakers know that audiences don’t like when they’re spoon-fed information. In great films, the audience is given clues and context to figure out things for themselves rather than being explicitly told. The same applies to marketing. When someone explicitly tells you what to think or feel, you are more likely to resist. Indirect storytelling allows people to come to conclusions on their own, making the message more persuasive and impactful. People value autonomy in decision-making. When they are given the space to interpret and engage with a brand’s message on their own terms, they feel a deeper connection to it.

2. Show > Tell

The age-old principle “Show, don’t tell” is a rule in filmmaking, emphasizing that exposition through dialogue is far less engaging than visual storytelling. A character’s heartbreak is more effectively conveyed through their facial expressions and actions rather than a long monologue about their feelings. Seeing something is always more powerful than just being told about it. A restaurant showing fresh ingredients and a happy kitchen staff is more effective than saying, “We use fresh ingredients and love our team.” This taps into the way humans naturally process information. We trust what we experience or observe more than what we are told.

3. Every Brand Interaction Adds or Takes Away from Your Story

A great example of this is the concept from the TV show, The Good Place, where the concept is that every action a person takes is either a positive or negative point that determines their fate at the end of their life. Similarly, every interaction someone has with your brand either aligns with your core message (positive reinforcement) or contradicts it (negative reinforcement), which could lead to brand dissonance. If your messaging says you prioritize customer service, but your reviews are filled with complaints about poor customer experience, the inconsistency weakens trust. This makes every detail; customer service, design, content, and brand decisions, critical in reinforcing the brand story.

4. It’s Where You Can Win Against AI

In a world becoming evermore sceptical of businesses and content due to the advances in AI, authenticity can be your weapon to stand out and build authentic relationships. In filmmaking, a powerful performance can come down to the authenticity of human expression, something that AI struggles to replicate. AI can generate content, but it struggles with nuance, human emotion, and cultural context. The authenticity in indirect storytelling; body language, real-life context, and unscripted moments is something that AI-generated content often lacks. Brands that master indirect storytelling will have a competitive advantage in an AI-driven world. Consumers crave real connection, and AI-generated content often lacks the depth and credibility that human-led storytelling provides.

5. It Creates Emotional and Subconscious Associations

Think about how a film’s soundtrack or colour scheme can completely shape how an audience feels. In Jaws, the suspenseful score makes you feel fear before the shark even appears. Indirect storytelling taps into emotions in a way that direct storytelling sometimes cannot. Subtle cues like colour psychology, brand aesthetics, and even the tone of a brand’s social media presence can create subconscious associations that influence how people feel about a brand before they even interact with its direct messaging. A well-thought-out brand experience makes people feel something before they even process the words being said.

Direct and indirect storytelling must work together for maximum impact. Direct storytelling lays the foundation and communicates structured messages, while indirect storytelling reinforces and deepens that message through context and non-verbal cues.

To build a powerful brand, focus on both forms of storytelling. Use direct storytelling to communicate your brand’s mission, and use indirect storytelling to show it in action. Like a great filmmaker, brands must be intentional about every element that shapes their narrative. The more thought put into every detail, the stronger and more cohesive the story will be.

Ready to Elevate Your Brand Story?

If you’re interested in learning how to leverage storytelling to build stronger connections and enhance your brand, stay tuned for more insights. Follow along for more tips on how to tell better stories that leave a lasting impact.