The 2022 Maryland Democratic Gubernatorial Primary was one of the most competitive in recent history — with a packed field of over ten candidates, no incumbent, and no definitive frontrunner. Former Maryland Attorney General Doug Gansler enlisted LPS Campaigns to execute a full digital program, including email, ads, website design, and more for his campaign.
With just weeks until the July primary election, Roe v. Wade was overturned on June 24, 2022. In the wake of that news, Gansler’s running mate, former Hyattsville Mayor Candace Hollingsworth, shared her personal abortion story. Candace was comfortable sharing her experience publicly, so the decision was made to use her voice to uplift the campaign and break through the noise of the crowded primary with a powerful video ad.
Our team developed a script that seamlessly tied together Candace’s story, Doug’s record of standing up for reproductive freedom, and the campaign’s broader agenda. We met with Candace to record footage of her telling her story, using iPhones set up to capture multiple angles. LPS cut and combined her testimonial and existing footage to craft 6, 30, and 60 second ad cuts for use on Connected TV, preroll, and social media.
While Doug and Candace’s bid for the Democratic nomination would fall short, this ad attracted earned media and amplified a voice with a compelling story in a crowded field of candidates.