Challenge #1: Introduce the national organization’s brand to Virginia to elect women of color during the 2019 General Election.
Care in Action is the policy and advocacy home for two million domestic workers. The organization was founded to elect women of color who will advance the rights of domestic workers. In 2019, the organization launched its first state program in Virginia with an aim of electing 12 women of color into the General Assembly. They made a historic six-figure investment in field organizing, digital advertisements, and direct mail campaigns in key districts to mobilize voters As a new organization, the client needed help with:
Our campaign focused on a targeted PR strategy in key voter districts for candidates running close races. That included creating a distinct message for print and digital media, with a heavy focus on local media, and working the digital marketing team for a consistent voice. Using a multi-prong approach, we focused on messaging that resonated with the target audience that would also reach as many media outlets as possible.
Challenge #2: The client needed to generate media coverage for the Virginia Domestic Workers’ Bill of Rights during the 2020 Virginia General Assembly session. They needed to persuade public opinion and mobilize supporters to influence policy so the bill would pass.
Build and maintain relationships with Capitol Press Corps members, patrons of legislation, labor/domestic worker coalitions, and target media markets.
Prepare key messages and background information on legislative priorities for the news media and inform the public about advocacy activities.
Generate a conversation on the importance of domestic worker labor rights to gain public support (both statewide and nationally) and influence state legislators to support the Bill of Rights.