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During the 2012 election cycle, Nahigian Strategies developed a parallel-earned media strategy to supplement the “Why I Changed My Vote” campaign, with the goal of breaking through the advertising clutter. By taking ESAF’s campaign straight to local and national trusted media outlets, Nahigian Strategies strengthened ESAF’s message on a national scale. The ESAF website had over 600,000 unique visitors, of whom over 14,000 submitted testimonials as to why they were changing their vote.