Messaging was the focus of the day at the Fourth Annual Coalition Summit, held May 16, 2019 at the John F. Kennedy Presidential Library. Coalition leadership shared the results of research designed to test concepts and language about advance care planning. Summit attendees learned about five consumer segments revealed by the research, from “worried action takers” to “self-reliant skeptics,” and what messaging resonates with each of them. Also featured was a panel discussion featuring leading national experts on serious illness and palliative care, and a workshop focused on the importance of using consistent, tested messaging that encourages people to engage in advance care planning.