Targeted by redistricting.
Florida Senate Democratic Leader Lauren Book was targeted by Republican leadership in the 2022 legislative redistricting process, resulting in her district being re-drawn into one of the most competitive democratic primary battlegrounds in the state. Despite starting at a near 20pt polling disadvantage, and with a well-funded former County Mayor as an opponent, Lauren came away victorious in one of the most hard fought elections in recent Broward County history.
New lines, new battleground.
The new legislative district was demographically unique, creating special challenges for the campaign. Black, Anglo, and Hispanic voters made up a near equal vote share, which is rather unusual for Broward County.
The largest municipality in the district, Miramar, was also the home of our opponent — a community where she had been elected to the County Commission for multiple terms.
The battleground became cities like Pembroke Pines and Weston, which have among Broward's highest Hispanic voting populations.
Re-introducing Lauren.
MDW worked to re-introduce Lauren to voters by sharing the compelling story of her path to public service. The survivor of sexual assault as a child, Lauren went on to found Lauren's Kids, Florida's pre-eminent non-profit for childhood sexual assault education and prevention.
We started by developing compelling, narrative-driven direct mail to help tell this story.
In addition to direct mail, we utilized early spending on Meta platforms to microtarget specific municipalities with information on how Lauren had delivered for their specific cities in the Florida Legislature.
A heavy element of both our digital and direct mail programs relied on highly-targeted Spanish language content. The campaign ended up dominating this space, which played a crucial role on the election day outcome.
