Ashby/Jones
Challenge
From the outset, Jones had all the name, money, and previous election advantages, including an early California Democratic Party endorsement. While Sacramento city councilmember Angelique Ashby had attracted limited interest, few gave her a chance.
Strategic Thinking
In the primary, leverage laser sharp humor to highlight his self-aggrandizing record over 20 years in political office. In the general, pound home how his commitment to a California single-payer healthcare system would adversely impact 50+ voters—the crucial voting segment.
Result
Result: Jones 46%/Ashby 41% (primary); Ashby 51.5%/Jones 48.5% (general).
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