Rhetorical analysis, an approach to critical discourse analysis, is presented as a useful method for critical policy analysis and its effort to understand the role policies play in perpetuating inequality. A rhetorical analysis of Character "Matters!", the character education policy of a school board in Ontario, Canada, provides an illustrative example of the method's contributions to the field. I identify rhetorical appeals of Character "Matters!" texts that aim to persuade the policy's audience to support a predominantly traditional approach to character education. I then present contributions of rhetorical analysis for critical policy research and possibilities of rhetorical analysis for democratizing policy processes. I conclude by considering possible implications for York Region if the rhetoric of Character "Matters!" successfully convinces its audience to support the traditional approach to character education it advocates.