Arizona Democrats for Education Equity wanted to persuade voters to vote for progressive democrats who supported innovative education initiatives. Qualia first worked with ADEE to develop messaging that had the most impact in each district. This included primary messaging research using models like the theory of planned behavior and metrics like the Net Promoter Score to micro-target the messaging to specific Arizona districts. Qualia combined this with secondary research on education messaging as well as persuasive psychology research to develop consistently affective messages throughout the campaign.

The number of brand attributes people are best able to remember is three. The three we chose to feature were those most appropriate for the target audience.
The design allows for the recipient to quickly scan the mailer for the core message and then be drawn in for the call to action.
Supporting photography was sourced to augment the messaging.


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