About the Campaign

All eyes were focused on central Virginia in the 2022 midterms, especially on Abigail Spanberger’s challenging reelection race. Her district was seen as a litmus test for whether the predicted “red wave” would materialize, and how big it might be.

Following statewide redistricting in 2021, 75% of voters in the Congresswoman’s district were new. Collaborating closely with the Spanberger team, Blueprint ran an aggressive campaign.

Early on, it was vital to introduce Abigail to her new constituents, building her bipartisan credibility and promoting her record.​

Our next goal was to hold Spanberger’s Republican opponent accountable for numerous factually inaccurate opinions, particularly on rape and abortion.

This strategy highlighted the stark differences between Abigail Spanberger and her rival, persuading voters in a tight race.

The Creative

In our creative, we set out to elevate Abigail Spanberger’s authentic voice. 

We incorporated the Congresswoman’s brand heavily, striking a serious tone using simple designs.

By highlighting news article quotes in unflashy ways, we cut through the noise with straightforward facts.

Stark black and white color palettes were used across our negative creative, conveying the seriousness of the issues tackled.

The Results

Abigail Spanberger won re-election with a near 5% margin of the vote - despite national Republicans spending millions to defeat her. This was her greatest margin of victory to date.