Service Employees International Union (SEIU)

is a union of 2 million diverse members in healthcare, the public sector, and property services who fight for a more equitable society.

Mobilizing working class voters in Virginia for 2022 midterms.

Support Needed

SEIU needed support on a voter engagement campaign focused on identifying and activating working class voters who have a history of lower election turnouts. The campaign focused on supporting Jennifer Wexton (VA-10) and Abigail Spanberger (VA-07) for congress.

Strategy Developed

After working with the client to ID a universe of voters to mobilize: lower turnout working class people of color and white voters, Omara Strategy Group developed a digital storytelling campaign that would resonate with these voters  across the Virginia Congressional districts.


We implemented a series of digital video ads that focused on the economy, cost of living, and protecting democracy. The ads could be found on news sites, lifestyle sites, and streaming television (OTT/CTV). The campaign had high engagement online with targeted voters.

Results Obtained

Victories were achieved in both Congressional races, with a noted increased significant turnout in areas targeted by the digital storytelling campaign.

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