Synopsis: Richard is a City of San Diego sanitation worker whose route includes Mitt Romney’s $12 million oceanfront villa in La Jolla, Calif. This is his 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 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.

Meet Richard Hayes won a prestigious Reed Award from Campaign and Elections Magazine. It won in the Web Video: Ballot Initiative or Independent Expenditure category.

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