Synopsis: Joan Raymond is a retired sanitation worker for the City of San Diego. Her route includes the wealthy La Jolla, Calif. neighborhood where Mitt Romney has a $12 million oceanfront villa. This is Joan’s story.

Objective: Amplify AFSCME’s message that Republican Presidential nominee Mitt Romney was wrong for working families and out of touch with the realities of 99% of Americans.

Target Audience: Thought leaders, news media, and AFSCME’s 1.4 million members.

My Role: Editor

The Team: Tracey Conaty as Producer and Amy Hendricks as Videographer.

Results: The Meet Joan Raymond video is part of The Meet Richard video series which drove the national news narrative in the days before the 2012 Vice-Presidential debate and is the most-watched and talked-about video series in AFSCME history. The Joan Raymond video was viewed over 69,000 times.

Joan also appeared on MSNBC’s Jansing & Co. to discuss the campaign and Mitt Romney’s record on issues important to working people.

The “Meet Richard” video series was covered by Politico, MSNBC, The New York Times, The Washington Post, Vanity Fair, The Huffington Post, FOX News’ Bill O’Reilly, Rush Limbaugh, and was featured on the front page of Yahoo!. In addition, it led late-night talk show host Jimmy Kimmel to create a parody political ad, “Manservants for Mitt” that was featured during his monologue on ABC.

Related: Meet Richard Hayes. Meet Temo Fuentes. The Meet Richard Hayes Campaign.