Challenge: Elect a new mayor to America’s second largest city.

The United Teachers of Los Angeles Political Action Council of Educators (UTLA) wanted to elect a new mayor for the city of Los Angeles who would show a strong commitment to L.A.’s 700,000 public school students.

BNA Solution

BNA partnered with UTLA and produced and directed two radio spots, one of which featured former Los Angeles Laker, Earvin “Magic” Johnson.

Result

Antonio Villaraigosa – the first Latino elected as L.A. mayor since 1872 – defeated incumbent Jim Hahn by a margin of 17%. This marked the first time an incumbent mayor has been unseated in more than 309 years.