Andrey Pinoganov on the campaign of Artyom Molchanov (United Russia) in the 194th constituency of the single mandate of the State Duma (Yaroslavl region):.
Starting conditions:
A protest area with low controllability. Rybinsk, traditionally the most protested city, accounts for 31% of voters in the district.
In 2021, the candidate of "Just Russia" won the district with 34%, the candidate of "United Russia" in second place with 29%.
Opponent - Anatoly Gershnikov. He has not lost this district since 1993, is considered a local and consolidates the protest. Recognition: 59% for Gershnikov against 10% for Molchanov.
Unpopular reforms in the middle of the campaign: expensive paid parking, pedestrian zones that paralyzed transportation, layoffs of about 20,000 civil servants.
The governor's rating decreased, and sometimes the anti-rating exceeded the rating.
The people of Yaroslavl historically do not like "varangim", and Molchanov is not a local. His image is "the governor's man" and an official in a negative sense, the anti-rating at first is higher than the rating.
The main principle: the campaign does not have one technological dominant. Every 10, 20, 100 votes matter, so we worked on all fronts.
Solutions:
Do not change the image of an official, but change his connotation: "the people's official".
Don't hide the governor, but involve him: even with a high anti-rating, he was higher than the party's rating. At the same time, we worked to raise the governor's rating. All residents were sent an appeal letter from Governor Mikhail Abreev in support of Molchanov.
Territorial diversity: the province is divided not into municipalities, but into smaller regions with their own unique signals, propaganda and content.
The candidate's meetings with three federal ministers, where he obtained decisions for the region and the province.
Record number of meetings, primaries as a separate campaign to increase awareness.
"Landing" through a hobby: Molkhnov is interested in history, and in the videos he found historical places and relics of each territory.