for State Senate
Virginia State Senate District 31 Democratic Primary
The race for Northern Virginia’s open 31st State Senate seat was a hotly-contested Democratic primary between Arlington County Board Member Barbara Favola and self-funded newcomer Jaime Areizaga-Soto. We worked on behalf of Favola, helping pave the way to a resounding 65%-35% victory on election night. Our team developed a two-track communications strategy using positive mailings in the more progressive part of the district and negative mailings in the more conservative suburbs. Our progressive message was that Favola is a trusted leader who is 100% pro-choice, 100% pro-environment and 100% pro-education. Our negative messaging made Areizaga-Soto’s greatest asset – his resume – into his greatest negative by highlighting distortions between what he said on the campaign trail and what his resume said. Our team also developed the Favola Campaign website, a negative microsite, Facebook pages, Twitter accounts, and interactive widgets for social media.