VICTORY THROUGH INCLUSION

How Cultural Competency Won NY-04

In one of 2024's most watched congressional races, the DCCC partnered with Spero Studio to secure a historic victory in New York's 4th Congressional District. Through unique targeting and culturally resonant messaging, we helped Democrat Laura Gillen unseat incumbent Republican Anthony D'Esposito, achieving a decisive 51.11% victory margin.

The Landscape

A COMMUNITY IN TRANSFORMATION

Few battlegrounds tell a more compelling story of demographic transformation than New York's 4th Congressional District.

Spanning the diverse communities of Nassau County, NY-04 stands as a testament to America's evolving electoral dynamics. Home to 767,277 residents, including a large Black population (over 17% – more than state or national averages).

NY-04 represents one of the nation's most diverse suburban constituencies. At its heart lies a vibrant Haitian American community, whose voice would prove instrumental in reshaping the district's political future.

The Challenge

NY-04 posed a complex challenge for Spero Studio, highlighting a significant disconnection and untapped potential in its electoral history. Although Black voters have traditionally supported Democratic candidates by 68%, there was a dramatic 23-point drop in turnout from 2020 to 2022. This indicated that traditional outreach methods were inadequate, prompting a need to rethink voter engagement strategies for the district's distinctive community.

Disconnection in a diverse disctrict

Our Strategy

Winning NY-04 required a fresh perspective. We developed a campaign that spoke directly to communities through their preferred channels, in their own languages, about issues that mattered most. By combining cultural intelligence with strategic innovation, we created a blueprint for authentic political outreach.

Cultural Authenticity at Scale

Building Trust Through Cultural Connection

We designed a comprehensive, in-language campaign for the Haitian American community, recognizing that genuine connection begins with cultural respect. We partnered with The Haitian Times to create a digital display campaign that spoke directly to community concerns.

Our Delivery: Haitian American Media

Digital Display
Radio
Social Media
Streaming Audio

Empowering Black Voters

Understanding that NY-04's Black voters consume media across diverse channels, we developed a comprehensive engagement program designed to meet voters at multiple touchpoints throughout their day. This district-wide initiative ensured our message reached voters whether they were streaming their favorite shows, commuting to work, or engaging on social media.

Our Delivery: Connecting with Black Voters across NY-04

Premium streaming platforms (OTT/CTV)
Strategic YouTube placements (skippable and non-skippable)
Targeted display networks
Social media platforms
Radio and audio streaming networks

Core Narrative: "Our security should be a priority, and Republicans just aren't doing the work to keep our community safe. Democrats have a plan to keep us protected and thriving." The message outlined specific commitments: better community programs, smart investment in schools, and efficient emergency responses.

Campaign Deployment:

Full-length film for YouTube/CTV platforms
Adapted visual assets for display advertising
Social media cut-downs
Audio versions for radio and streaming

The Winning Message

A dual track campaign with stories that resonate

Core Narrative: “Affordable housing, groceries, and essentials shouldn't be out of reach. Our families work hard to make ends meet, and we deserve more than just scraping by." The message connected Democratic solutions to daily challenges through business support, property tax reduction, and healthcare accessibility.