Meet Richard Hayes Campaign
Synopsis: A multimedia campaign featuring the stories of three City of San Diego employees that pick up Mitt Romney’s trash and repair the firetrucks that service his neighborhood.
Objective: Amplify AFSCME’s message that Republic 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.
Budget: Less than $4,000
My Role: Editor
The Team: Tracey Conaty as Producer and Amy Hendricks as Videographer.
Results: The Meet Richard video series drove the national news narrative in the days before the 2012 Vice-Presidential debate and is the most-watched and talked-about video in AFSCME history. The “Meet Richard” video was viewed over 1.5 million times on YouTube and 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 Temo Fuentes. Meet Joan Raymond. The Meet Richard Hayes Campaign.
Video
This feature spread was published in AFSCME Works, a magazine that goes to 1.2 million AFSCME members.
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