CASE STUDY
Gavin Newsom for Governor
MISSION
Electing California’s next governor
Challenge
The open-seat 2018 California gubernatorial race would be a wide-open contest with many qualified candidates, including the former mayor of Los Angeles and both current and former statewide elected officials. Lieutenant Governor Gavin Newsom made an early announcement to help secure endorsements and raise money in advance of the June primary.
The open-seat 2018 California gubernatorial race would be a wide-open contest with many qualified candidates, including the former mayor of Los Angeles and both current and former statewide elected officials. Lieutenant Governor Gavin Newsom made an early announcement to help secure endorsements and raise money in advance of the June primary.
Approach
Addisu Demissie, 50+1’s cofounder, was brought on to manage Gavin’s campaign. Beyond that, 50+1 provided significant support producing campaign collateral like lit pieces and bus wraps, helped manage the Lt. Governor’s political agenda at the CADEM convention, and were responsible for many other parts of the campaign. Addisu led a $18 million campaign which successfully won the endorsements of hundreds of local elected officials and brought together diverse interests from around the state.
Results
Governor Newsom was elected in a landslide, flipping Orange County blue for the first time in 40 years. His victory was the largest gubernatorial margin since Earl Warren’s reelection in 1950. 50+1 continued to work on behalf of Governor Newsom during the 2021 recall, as strategic advisors for Stop The Republican Recall. Our work focused on messaging, political engagement with communities of color, and direct mail. The campaign’s resounding 24-point victory in the recall election expanded on Newsom’s initial 2018 margin and helped elevate his national profile and popularity.
