SARAHANA FOR ASSEMBLY
We elected the first socialist in the Hudson Valley
50+
EARNED MEDIA HITS
most of any Assembly campaign
500+
VOLUNTEERS MOBILIZED
$170,000
RAISED FROM
100% SMALL DONORS
The Story
Like her slogan “The Future Must Be Beautiful,” Sarahana Shrestha’s primary campaign had little precedent: a first-time candidate, running against a 27-year incumbent, to become the first socialist legislator in New York state outside NYC by making the climate her main election issue.
The Challenge
To defeat one of Albany’s most entrenched incumbents, we had to turn the campaign’s unique spark into a sustained blaze. The kind that could do everything from defying conventional wisdom that “climate isn’t an election issue,” to withstanding the largest attack ad campaign of any assembly candidate that year.
How We Won
Through a comprehensive messaging strategy that touched everything from door knocking script to New York Times coverage, we made our campaign narrative the narrative. Sarahana for Assembly wasn’t just another election, but a Hudson Valley phenomenon.
MOBILIZING STAFF
We staffed the campaign, executing and evolving our messaging strategy to mobilize a volunteer army no amount of PAC money could match.
MESSAGING GUIDE
We developed a messaging guide to equip every volunteer, staffer, and the candidate herself with a narrative engine that framed the story so effectively, our opponent ran ads trying to debunk it.
EARNED MEDIA
We picked up over 50 earned media hits from hyperlocal Hudson Valley papers all the way up through the New York Times – the most of any state legislative race.
The Win
In an otherwise dismal year for turnout, Sarahana won the highest turnout primary in the state. The momentum was so strong, it carried through into the general election, with District 103 providing the margin of victory for Pat Ryan’s congressional race.
