After 8 years of a Republican Governor, Maryland was facing an extremist new Republican candidate, making this election cycle important for democracy.

Our partner, 32BJ SEIU, the largest real estate service workers union in the U.S., wanted us to work on a political communications strategy focused on mobilizing low-propensity voters and Latino populations to vote for progressive democratic candidates in Maryland. 

Communications Shop has always been interested in civic engagement and education and connecting it to strategic political communication. For the Maryland General Elections, CS joined the project to educate on important issues and the importance of voting, and how it is essential to democracy. Thus the campaign included displaying and informing voters and communities through social media postings, mailers, radio spots, and brochures giving relevant information about Democratic officials and encouraging them to vote.

The campaign reached an audience of approximately 3 million people in both languages Spanish and English and through various communications platforms. Likewise, the hard work and dedication of all involved contributed to the historic win, making Wes Moore the first Black/African-American elected governor of Maryland and Aruna Miller became the first woman and immigrant lieutenant governor in Maryland. At the same time, Anthony Brown was elected Maryland’s first Black/African-American attorney general, and Brooke Lierman was elected as Maryland’s first woman comptroller.