THE CHALLENGE
After winning a close 2019 special election, Pennsylvania Rep. Bridget Malloy Kosierowski (D-Lackawanna County) faced a tough re-election battle in a district Donald Trump won by eight points in 2016. Initial polling showed a tight race with opponent James May as PA House Republicans sought to tie her to unpopular statewide and national Democrats, solidifying the district as a top incumbent protection priority.
THE GOAL
Our strategy for direct mail was effective as we sought to 1) frame opponent May as reckless on public health and the economy in order to 2) build a contrast with Bridget’s commitment to community health and responsible stewardship of taxpayer dollars.
THE ENVIRONMENT
The COVID-19 pandemic, diffuse voter attention, and the noise of the presidential election at the top of the ticket presented a complex environment for legislative candidates—especially in the key battleground state—to break through. Polling demonstrated a clear contrast on Bridget’s biography as the mother of a cancer survivor and a longtime Registered Nurse, a relevant proof point as the COVID-19 pandemic was top of mind for most voters, and May’s dangerous, ill-informed comments during the early days of the pandemic that put people at risk. May also had vulnerabilities as a longtime political operative who self-servingly pushed to divert tax dollars to help his employer and his own bottom line.
THE EXECUTION
1. Build Bridget’s positives up early in introductory pieces to overcome the barrage of anticipated negative attacks from May’s campaign and PA House Republicans.
2. Highlight Bridget’s long record of service as a Registered Nurse and emotional personal story as the mother of a cancer survivor.
3. Draw a strong contrast on Bridget’s early leadership in the COVID-19 pandemic vs. May’s reckless comments flouting public health guidance.
4. Underscore Bridget’s committment to protecting taxpayer dollars vs. May’s self-serving behavior that hurts voters’ pocketbooks and the economy.
5. Close the argument by framing May as a political hack who says one thing but believes another to solidify distrust.
THE VICTORY
The Representative’s life experience and record of service set her apart despite attempts from Malloy Kosierowski’s well-resourced opponent to tie her to unpopular statewide and national Democrats. Malloy Kosierowski impressively held on in one of the state’s most competitive districts represented by an incumbent Democrat, winning the race by more than 7 points (53.8% to 46.1%).
