Sandra Ung

City Council

Project Description

Overview
It was a political rumble set in Flushing, Queens.

Sandra Ung, was facing seven other candidates for an open council seat, including two top- tier challengers. One opponent was the former Assemblywoman, who had previously represented the majority of the district. The other was the former Democratic nominee for the same Council seat, running again, who had the support of many labor unions, progressive activists and the Working Families Party.

 

Our Approach
Sandra was a dynamic candidate but she had never run for office before. We knew we had to have a robust field campaign and smart, targeted mail.

One of Sandra’s most important endorsements was Andrew Yang. Although he ultimately didn’t perform well citywide in the Democratic Primary, we expected him to do quite well in the Asian council district in which Sandra was running. On our bi-lingual Chinese mail, we emphasized Yang’s support.

There was also no top-tier Latino candidate in the race. We knew that represented an opportunity for us.

We were the only candidate that did Spanish-language mail in the race, showing the sizable Latino community that we were actively and aggressively courting their vote, and talking to them both in English and Spanish.

 

The Result
In a multi-candidate field, Sandra won, beating her closest opponent by nearly 10%. The resounding victory was in part because of our strength in Latino election districts and the mail’s success at linking Sandra with Yang, who also won the district handily.

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