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In the Beit Shemesh municipal elections, one of the parties faced a challenge in mobilizing the Anglo community, crucial for securing a successful outcome. Concerned about their ability to garner sufficient support from this demographic, the party approached us to develop a targeted campaign that would resonate specifically with Anglo voters. The party’s existing strategy, which focused on competitive and assertive messaging for the Israeli community, was unlikely to be effective with the Anglo population. Our goal was to create a campaign that would connect emotionally and highlight the unique aspects of Beit Shemesh that appeal to Anglos.
The campaign needed to:
- Connect with the Anglo Community:
Develop a messaging strategy that resonates with the values and experiences of Anglo residents.
- Differ from the Israeli Campaign:
Create a distinct approach from the main campaign, focusing on connection rather than competition.
- Highlight Positive Aspects:
Emphasize the reasons why Anglos chose to live in Beit Shemesh, celebrating the community’s strengths.
To address these challenges, we crafted a campaign centered around the theme “I Love RBS” (Ramat Beit Shemesh), focusing on positive reinforcement and community pride. Our strategy included several key components:
1. “I Love RBS” Campaign:
- Posters and Building Signs: We launched the first stage by placing posters and signs with prompts like “Why do I love RBS?” allowing people to fill in their reasons. This not only engaged residents but also encouraged them to reflect on what they value about their community.
- Stickers and Banners: The next stage involved distributing stickers and placing large banners throughout Beit Shemesh with messages like “I love RBS because of the Torah,” “I love RBS because of the community,” and “I love RBS because of the parks.” Each message used a heart symbol that transformed into related icons (e.g., a Torah, a ball, etc.) to visually reinforce the campaign's theme.
2. Fun Fact Sheet:
- We created an engaging fact sheet featuring fascinating statistics about Beit Shemesh, such as the number of school chairs purchased and bricks used in construction. These were distributed in mailboxes to inform and intrigue residents about the city's growth and development.
3. Jingle Creation:
- We developed a jingle based on the tune of “If You’re Happy and You Know It,” designed to connect with the community in a joyful and memorable way. This fun and catchy element helped to foster a sense of communal pride and enthusiasm.
4. Concert in the Park:
- To further engage the community, we organized a concert in the park, where we distributed sun hats and stickers to children. This event provided a fun and family-friendly environment, strengthening community bonds and boosting campaign visibility.
Concept and campaign logo
T-shirt and hat design
Flag and badge design
Advertisements and brochure
Voting signs
Custom made collectable stickers
Jingle
Letters and flyers
Street signs
Street photo booths
The campaign achieved remarkable success:
- Increased Voter Engagement:
The “I Love RBS” theme resonated deeply with the Anglo community, leading to heightened engagement and a stronger emotional connection to the party.
- Enhanced Community Pride:
By focusing on positive aspects and celebrating the unique features of Beit Shemesh, the campaign fostered a sense of pride among residents.
- Successful Election Outcome:
The campaign’s innovative and community-focused approach contributed to a higher-than-expected vote count, resulting in a decisive electoral victory for the party.
Overall, our targeted strategy successfully mobilized the Anglo community, demonstrating the power of tailored messaging and community engagement in achieving electoral success.
