A LEGACY OF LEADERSHIP

A Legacy of Leadership: Protecting Democratic Values in Gerrymandered OH-09

In one of the most watched races of 2024, Spero Studio partnered with the DCCC to support Democrat Marcy Kaptur’s re-election in Ohio’s 9th Congressional District. Facing a Trump +3 gerrymandered district and a heavily funded opponent, Rep. Kaptur emerged victorious, extending her tenure as the longest-serving woman in U.S. House history. This hard-fought win demonstrates the effectiveness of targeted messaging and the enduring appeal of her leadership in a newly redrawn district.

The Landscape

A Redrawn District and Rising Challenges

OH-09, a 49.4% DPI district in Northwestern Ohio, was reshaped into a Republican-leaning constituency following gerrymandering. The district’s new composition presented significant hurdles: A Trump +3 partisan lean gave Republicans a structural advantage. While majority-White, the district has a sizable Black population that leans Democratic, alongside urban voters and those under 40, all with historically low turnout rates.

Lack of Presidential investment in House races further heightened the stakes.

Despite these challenges, attention from a key Senate race boosted visibility in Ohio, allowing early engagement through paid media efforts.

The Challenge

Rebuilding Trust in a New District

The redrawing of OH-09 created a less favorable environment for Democrats. Winning required:

  • Addressing low turnout among Black, urban, and younger voters.

  • Protecting Kaptur’s reputation as a defender of Ohio’s values against a well-funded Republican opponent.

Our Approach

Culturally Resonant Messaging

We crafted a message that reinforced Rep. Kaptur’s record of fighting for working families and accessible healthcare. Ads spoke directly to the district’s concerns, highlighting Democratic accomplishments in defending healthcare access and supporting unions.

Key Themes

  • Protecting Healthcare Access: Messaging like “Protecting Our Freedoms” emphasized Democrats’ work to cap insulin costs, enable Medicare to negotiate drug prices, and defend access to life-saving medication.

  • Defending Workers’ Rights: Ads like “Defending Our Unions” celebrated Democratic efforts to secure better wages, enforce trade laws, and grow the economy by prioritizing American-made materials in infrastructure projects.

Media Strategy

Mobilizing Key Constituencies

With a majority of OH-09’s electorate concentrated in urban areas, our strategy focused on delivering high-frequency impressions to drive turnout among underrepresented groups.

  • OTT/CTV Ads: Engaged younger, urban voters through streaming platforms with relatable and issue-based content.

  • Radio and Streaming Audio: Reached commuting workers and older demographics with union-focused messaging.

  • Social Media: Targeted low-propensity voters with culturally resonant healthcare and economic narratives.

  • Early and Sustained Outreach: Given the Senate race’s visibility, we began paid media efforts earlier than in previous cycles, ensuring consistent voter engagement leading up to Election Day.

The Results

Marcy Kaptur’s campaign achieved a landmark victory:

  • Victory Margin: Avoided an automatic recount, with results slightly outside the 0.5% margin.

  • Defeated Trump-Endorsed Opponent: Beat Republican state Rep. Derek Merrin in a district shaped to favor Republicans.

By connecting with voters through culturally relevant messaging and mobilizing key constituencies, we successfully defended OH-09 for Democrats. Marcy Kaptur’s re-election is a testament to the enduring power of progressive leadership in challenging political environments.