Andorra la Vella is the country’s capital and main population centre. The Socialist Party, with 100% of the seats, had ruled for the last 20 years. All other political options did not have representation in the State Government and the campaign for parliament renewal arrived in a context in which the socialist candidacy (led by Rosa Ferrer) was going strong. Standing as outsiders were the Green Party on one hand, and our client, the Progrés Comunal liberals, on the other. Both parties hardly stood any chance of entering the government as Rosa Ferrer’s powerful electoral campaign machinery did not give much hope for them not to obtain once more 100% of parliament seats.

Progrés Comunal campaign’s goal was to enter the State Government, being decisive and therefore to stop the Socialist Party complete majority. Secondary goal was to position the liberal group as a real government alternative and to present itself to voters as a fresh and prepared party mindset to change the current situation. After many years of the socialist being in power new ideas and a new relationship between politicians and citizens was needed.

Voters in Andorra had to be shown that every one of them could find in Progrés Comunal a party that listened and was interested in finding solutions for the people’s day to day problems. This was a party willing to report what they were bothered about and ready to be their voice in parliament. Therefore, all the campaign was based on citizen’s own demands and concerns. A campaign built by citizens not by politicians.

The campaign’s result was a 300% vote increase for Progrés Comunal. Overall vote for our client went from 13% in 2003 to 39% in December 2007 election. This result obtained three seats in the parliament and Progrés Comunal entered Andorra la Vella’s State Government, achieving all initial goals. Progrés Comunal won a position that permitted equal conditions for the race against the Socialist for the upcoming election.

The key idea: Change and a renewed attitude towards political affairs were needed as opposed to the ongoing Socialist Party’s old habits. 

This key idea splashed the whole graphic design for the campaign. A good example was the billboard and flyer with the withered rose: This rose personified the Socialist Party (symbol for socialism is a rose) but it also played with the main socialist candidate’s name, Rose Ferrer.  (See Flyer 1)

As opposed to that image of decay, Progrés Comunal was pictured as a fresh and contemporary alternative: The clock with the red hand (red is the official colour for socialism) is just about getting to a new hour (time), “the time for change”, time for Progrés Comunal. 

To send out a team work effort message the two first members of the ticket appeared together and other members also. They also were shown surrounded by an urban and outdoor background implying proximity to the citizen’s reality. (See Booklet)

The social base & grassroots was the generating point for the campaign. Citizens had the chance to send their contributions or others through the official website (“Shame album”).All was collected in free of charge bulletins that were given out in the street. Citizens could feel they were playing an active role in the political activity around them. (See Bulletin)

As for the official programme, it was planned out through collecting people’s specific demands (such as an efficient use of public money or the re floating of tourism and trade) and it even included photos sent to our website showing run down and abandoned streets. 

Other actions were for instance:

  

“Telèfon del ciutadà” (“the citizen’s telephone”): Personalized “business” cards were given out with a real telephone number for each of the candidates so they could be contacted on a one to one basis. (See “Business” Card)

  

Another action was “Fes un cafè amb nosaltres” (“Join us for coffee”). A few coffee encounters were set along the campaign for citizens to meet up in different coffee shops with members of the party, staff & campaign managers. (See Flyer 3)

Global strategy was based on giving out as much options as possible for potential electors to actively and visibly participate in every event and action. Therefore it all built up to the viral effect needed to propagate the idea of change as a real possibility and the importance of citizens’ role in the party’s activity and its everyday political action.

 

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