Daruvar City Mayoral Campaign
Client: Vedran Babić
Campaign communication strategy // Copywriting
Politics is always challenging. And when you are running against the main party's candidate (HDZ), it's even more difficult. Trying to give an alternative, a modern and socially aware candidate to the people of Daruvar, we created a communication strategy for Vedran Babić, an SDP candidate, to run for the major of Daruvar.
Given the Client was already a politically active member of the Croatian Parliament, the strategy was based on a persona. We wanted to create one who is accessible, socially sensitive, and before everything - one of them. A citizen of Daruvar who also happens to have a particular political influence on a state level so he can tackle any problem faster and more efficiently. We wanted to show our voters that the Client will prioritize city issues and create an open dialogue with its citizens.
Also, we had to balance the tone of voice between "being too patronizing" and "being too popular." So, given the communication outline, guidelines, and design to work within, the headline/subheadline was a mutation between something given and something we needed to create:
“Daruvar prije svega. Jer samo ZAJEDNO MOŽEMO.” /
"Daruvar before all. Because only TOGETHER WE CAN."
("Zajedno možemo"/"Together we can" was predetermined)
The idea behind the slogan was derived and emphasized from the strategy - the city and its problems come first, no matter what. Because only together we can make a difference. Visuals followed the approach - The client persona was shown on all materials to demonstrate the liability. The slogan was also varied on materials.
The campaign program was based on five key points - Youth, Entrepreneurship development, Tourism and ecology, and Socially sensitive groups.
It was delivered offline via print materials (BB, citylight, leaflet/program, letter to the voters, Easter greeting card, interview), radio commercials, meetings, and public events ("Petrov vrh picnic," "Last minute party" before vote day) and online through the Client's Facebook page that he managed himself. Public relations were made through TV, radio, and Facebook live presence, interviews, and debates where the Client presented the five key points program.
The election had two rounds. For the second round, we had to invite and provoke the voters who didn't vote in the first round and indecisive ones. So, we created a blunt and straightforward communication saying, "You matter too because your city needs you to decide on a better future. If you don't vote, someone else will determine your future". That way, we put the citizens/voters in the center of the message, granted their importance, and added the limited time component.
Second-round visuals were made in simple brand color to underline the message:
"I ti si bitan.
DARUVAR TE TREBA
Nedjelja, 4. 6. 2017.”
/
"You matter
DARUVAR NEEDS YOU
Sunday, 6/4/2017"
Voters' responses went up by one-third. The Client lost by only a f ew votes, but by this day, remains the people's first choice for the city of Daruvar.
The deliverables:
Campaign communication strategy
Copywriting – slogans, interviews, radio commercial, program brochure, campaign promo materials
Social media content strategy – Ivana K.
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