Challenge: Create a teacher-friendly San Diego Unified School Board by ousting an incumbent.

The San Diego Education Association (SDEA) needed effective advertising to highlight the hostile actions of an incumbent school board member and simultaneously raise the profile of their endorsed candidates.

BNA Solution

Our creative team developed television and radio messages that resonated with viewers and listeners. BNA Communications strategically placed television advertisements to reach target voters. The advertisements generated earned media, which vastly increased the number of times voters heard SDEA’s message. The radio spot utilized carefully selected voice-overs, chosen based on their likely appeal to target voters.

Result

For the first time since 1978, an incumbent was unseated from the San Diego Unified School Board, which had not happened time since 1979. The television and radio advertisements created by BNA Communications are widely credited with creating San Diego´s first teacher-friendly school board in decades.