02 / Strategy
Every race is different, and the most powerful messages resonate with voters in a way that feels relevant to their lives. We’re always looking for ways to localize the stakes and show how our candidates are a part of the unique culture of the states they are from. We’ve worked with the DSCC to support Democratic candidates through independent expenditures in Senate races around the country—from Virginia and North Carolina to Minnesota and Arizona. In 2012, Heidi Heitkamp was fighting in a tough, tight race against then-Congressman Rick Berg for the open North Dakota senate seat. We knew that for Heidi to win, we needed to discredit Rick Berg, helping voters see how he was prioritizing the whims of Washington over the needs of North Dakotans. But there was a catch—we needed to make sure our ads were consistent with the tone set by the Heitkamp campaign. Even in the rough and tumble world of politics, there’s a friendly, neighborly culture in the state that’s known as “North Dakota nice.” We also needed to remind voters how Heidi’s values aligned with their own.