Here’s the brief: Communicate to women in a succinct and visually appealing way how, at every stage of their lives, Barack Obama’s policies would be more beneficial to them than those of his Republican opponent.
For the Obama advertising team, the solution was simple: create a non-descript fictional everywoman and show her at defining moments of her life: going to school, opening a small business, enjoying affordable prescription medication as a senior. The everywoman, named “Julia,” was shown in a meticulously designed, retro-chicly illustrated, presumably female-focus-grouped interactive slideshow.
From ages 3 to 67, we see Julia taking advantage of every policy that would be in place should Obama be reelected, while being informed of everything Mitt Romney has said he’d do away with should he win the presidency. The Obama campaign called it “The Life of Julia,” and uploaded it to their website Thursday morning.
For everyone working at Obama campaign headquarters, I’m sure it was considered a communications slam dunk.
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