Case Study: Governor Tim Kaine

Virginia

Tim Kaine's victory in the 2005 Virginia governor's race was viewed as a national model for how Democrats can win in traditionally Republican states.

Our main imperative in the campaign was to overcome the perception of Kaine as being too liberal for Virginia. One reason for that perception is Kaine's opposition to the death penalty. We overcame this perception with faith. Specifically, we wove Kaine's religious faith into the storyline of the campaign. Doing so convinced voters that Kaine had strong values and could not be a typical liberal. It also prepared us for the death penalty attacks we knew were coming.

In the Spring, our campaign helped pioneer for Democrats the use of Christian radio. Our very first paid media were values-laden ads on Christian and rural radio. Our first television ads showed Kaine as a loving, easy-going family man, as someone who takes his faith seriously and understands the value of work, and is a fiscal conservative.

Later in the campaign, we owned the issue of traffic, development and runaway growth in Virginia. Once voters in the traditionally conservative exurbs of Washington, DC became comfortable with Kaine's values, they were open to having a conversation with him on the issues important to them.

And when the death penalty attacks came, we were ready. Voters believed Kaine that his opposition to the death penalty was based on religious grounds and they respected him for his courage. Our response was strong and direct and the attacks backfired.

Kaine's victory was stunning and overwhelming and a surprise to many.