Overview

Linda Sanchez, a civil rights attorney who had never before ran for office, was running in the newly created 39th District of California, located in Southern LA County. Whereas Linda had a well-known last name (her sister is Loretta Sanchez), she also had an unfamiliar record to voters, and had only recently moved into the district.

The Challenge

Early polling showed Sanchez in third place behind a well-known State Assemblywoman and a City Councilman, both of whom had represented large parts of the district for years. Sanchez had to run a campaign that not only introduced her experience fighting for civil rights, but that also distinguished her from the two better-known politicians.

The Result

Kennedy Communications designed a 12-piece mail program that kept Sanchez on the offensive while denying her opponents momentum. By Primary Day in March, she emerged victorious, winning by six points. She went on to win the General Election and joined her sister in becoming the first sisters to serve in Congress.