Challenge
In the 2023 Virginia elections, SEIU 32BJ, the largest property service workers’ union in the country, launched a strategic effort to mobilize Latino voters in Virginia’s 97th and 84th districts. SEIU 32BJ advocates for fair wages, workers’ rights, and social justice, making civic engagement a key priority.
The campaign faced two major challenges: overcoming voter disengagement among Latino communities and countering historical Republican dominance in key districts. With Virginia’s House of Delegates at stake, increasing Latino voter turnout was critical to shaping policies on workers’ rights, affordable healthcare, and fair wages.
Solution:
To design an effective strategy, we conducted in-depth research to understand the barriers Latino voters faced. This research revealed that many community members lacked accessible voting information and felt disconnected from the electoral process. Based on these insights, we developed a targeted communication strategy.
Our campaign prioritized direct engagement:
- Bilingual Direct Mail: Sent personalized mailers in English and Spanish to over 50,000 households, ensuring clear, accessible voter information.
- Radio & Video Spots: Launched straightforward, culturally resonant messaging on local stations and digital platforms, urging participation.
- Digital Outreach: Achieved over 90,763 impressions on Meta and 545,689 views on YouTube, maximizing reach and engagement.
Impact
The campaign delivered measurable results:
- Electoral Success: Both Nadarius Clark and Michael Feggans secured victories. Feggans’ win in a historically Republican district was particularly significant, helping secure a Democratic majority in the House of Delegates.
- Community Empowerment: Messaging focused on issues vital to working-class and immigrant communities, including fair wages, paid sick leave, and stronger unions.
- Award-Winning Campaign: The campaign earned a Reed Award 2024 for Best Spanish Language Radio Ad, highlighting its effectiveness and impact.
Conclusion
This campaign was more than a political effort—it was a movement to empower Latino communities through direct engagement and strategic messaging. The results not only influenced election outcomes but also laid the groundwork for future advocacy efforts in Virginia’s most vulnerable districts.
- Partner : SEIU 32BJ
- Categories
- Access To Information
- Campaign
- Civic Engagement
- Digital Marketing & Social Media
- Electoral
- Politics
- Strategic Communications
