Mobilizing Latino Voters for Jennifer McClellan’s Historic Win

SEIU Mailer Campaign

Challenge: 

In February 2023, Virginia held a special election for the 4th Congressional District, a crucial opportunity to elect a representative who would champion the needs of hardworking Virginians. Jennifer McClellan, a candidate committed to issues like health care, equal rights, and economic justice, was running for the seat. Given the significance of this election, there was a pressing need to mobilize registered Latino voters, a key demographic that could influence the outcome. Communications Shop was tasked with creating a targeted outreach strategy to educate and engage this community.

Solution: 

Building on our previous experience in electoral campaigns and civic engagement, Communications Shop partnered with 32BJ SEIU to implement a comprehensive voter mobilization campaign targeting the Latino electorate. Our approach included:

  1. Targeted Messaging:
    • Developed messaging that resonated with Latino voters by addressing their specific concerns and priorities, such as access to health care, economic opportunities, and social justice.
    • Ensured that the messaging was culturally relevant and emphasized the importance of their votes in shaping policies that affect their lives and communities.
  2. Bilingual Election Mailers:
    • Created effective election mailers in both English and Spanish, designed to educate voters about the election process, McClellan’s platform, and the critical issues at stake.
    • The mailers included clear calls to action, encouraging recipients to participate in the election and informing them about polling locations and voting procedures.
  3. Direct Outreach:
    • Engaged in direct outreach efforts to connect with Latino voters through community events, phone banking, and door-to-door canvassing.
    • Collaborated with local organizations and leaders to amplify our reach and ensure that our messaging was disseminated effectively within the community.

Results:

The mobilization campaign led by Communications Shop, in partnership with 32BJ SEIU, resulted in significant outcomes:

  • Voter Engagement: The bilingual mailers and targeted outreach successfully reached over 13,000 Latino voters, raising awareness about the election and the importance of their participation.
  • Historic Election Outcome: Jennifer McClellan achieved a historic victory, becoming the first Black woman to represent Virginia in Congress. This win not only marked a significant milestone in Virginia’s political landscape but also underscored the power of mobilizing underrepresented communities.
  • Strengthened Community Ties: The campaign helped build stronger connections between the Latino community and political leaders, fostering greater civic engagement and encouraging ongoing participation in future elections.

Conclusion:

Communications Shop’s partnership with 32BJ SEIU effectively mobilized Latino voters during a pivotal special election in Virginia. Through targeted messaging, bilingual outreach, and community engagement, we played a key role in educating voters and facilitating their participation in the electoral process. Jennifer McClellan’s historic win is a testament to the impact of strategic political communication and the importance of engaging diverse communities in shaping their representation and policies that matter to them.

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