Case Study

Libby Schaaf for Mayor of Oakland

Libby Schaaf for Mayor

It's Hella Time for Leadership in Oakland

SCN managed Libby Schaaf's surprise landslide win in the 2014 race for Mayor of Oakland and produced the TV, direct mail, and online campaign that elevated her in the city's complex and highly competitive "ranked-choice" election with no fewer than fourteen candidates in contention.

Schaaf grabbed attention with an introductory ad that highlighted her "made in Oakland" roots and "public safety first" agenda with an ear-catching slogan: "It's Hella Time for Leadership in Oakland." Schaaf's momentum surged just as the vote window opened with the endorsement by Governor and former Oakland Mayor Jerry Brown and reached a climax with the final-week endorsement by Senator Barbara Boxer.