Text broadcast of public presentations of the candidates for the RASO Political Prize "Hamburg Account".
Nomination: The best campaign of a territorial group of a parliamentary opposition party for the State Duma elections.
Candidate: "New People", Sverdlovsk region.
Speaker: Irina Vinogradova.
Our territorial group is quite interesting because it includes the entire Sverdlovsk region. At the same time, elections were held for the State Duma, the Legislative Assembly and a major municipal campaign. Therefore, we considered the effectiveness in combination with all three levels.
The strategic goal was as follows: 12% in the elections for the Legislative Assembly and 10% for the State Duma. As a result, we got 14.31% and 13.13%, respectively.
▫ The key concept of the campaign consisted of two levels:
A classic mass field campaign, including agitation, all stages from recognition to recruitment and media work.
Targeted campaigns of individual candidates as breakthrough points that can add results to us in specific territories.
We used a story that was quite unusual for ourselves. They presented the "New People" not as a super-technological young party with a bright wrapper, but descended to the level of the traditional perception of the electorate.
▫ "New people" acted as a party for those who live here and now.
All our campaigns were imbued with the slogan "Oral for Life". At the federal level - "Russia for life".
We have taken on issues that we have not traditionally worked with: housing and community services, transportation, urban infrastructure. Shifted the media focus to an older audience. And it worked for us.
▫ 76 out of 94 cities were involved in the field campaign.
In 2021 they only worked in 20 cities. Moreover, it was not just spreading propaganda. We gathered a contact base through signatures for the party and on problematic issues. We received 73 thousand confirmed contacts of supporters.
We have moved away from the simple event tactic to mass events involving new supporters. At the same time, they maintained creativity.