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:
- 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.
- 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.
- 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.
- Partner : McClellan
- Categories:
- Campaign
- Civic Engagement
- Digital Marketing & Social Media
- Electoral
- Media Relations & Public Relations
- Politics
- Strategic Communications
More shots
