Positive Campaigns CAN Win!

Political advisors spew so much crap about the need to tear down your opponent. Here’s a refreshing case study that proves the opposite is possible.

Congratulations to the newly-elected mayor of Northampton, Massachusetts, David Narkewicz. While his opponent went negative to the point of craziness (even going so far as to attack him for riding a bicycle, with an ad that talked about training wheels as a metaphor for inexperience), Narkewicz stayed positive, focusing on community-building, achieving widely held goals, and his own civic history. He was also deeply issue-focused and very articulate during the numerous debates (more than I can remember for any previous local election, in my 30 years in the area).

As a marketing consultant who has occasionally advised politicians, I have long held the opinion that such a positive campaign could be quite popular. I used this positive focus writing the press releases for the successful first mayoral campaign of a different mayor, who won in 1989 and went on to serve four two-year terms.

And while I predicted that his opponent’s strategy (using the considerable talents of a very good local ad agency), would fail, even I was pleasantly shocked at the margin of victory. Narkewicz took 70 percent of the vote, sweeping every ward, even the traditionally conservative western parts of the city. And he had coattails for progressives in every other contested race, as well as a ballot initiative to keep a land-preservation bill that the right had attacked.

Bravo.