Smart messaging decisions help defeat a deep-pocketed opponent.

Leslie Herod faced off in a Democratic primary against a self-funding trial lawyer and Democratic party insider. While we initially helped Leslie position herself as the “experience” candidate, when the electoral mood shifted towards an outsider, we tweaked the messaging to focus on her credentials as an LGBTQ progressive community activist of color – and won by nearly 20 points.

Hover over the images below and use the arrows to see more. Click on the images to view larger.

View additional Superior Blue projects