Context:
In the race to take back progressive icon Paul Wellstone’s Senate seat, Al Franken started out as the underdog.  While voters had some misgivings about incumbent Norm Coleman, he was viewed as a capable politician and Franken was seen primarily as a comedian. 

Our Work:
MSHC Partners developed one track of mail reintroducing Al Franken to voters who knew him only from his work on Saturday Night Live. We showed voters Franken’s Minnesota roots, his commitment to the troops, and his love for his wife and family, along with his extensive work as a policy wonk and his plans for change. We also developed a second track of mail to deliver hard facts about Norm Coleman’s failings in the Senate, not the least of which was his voting record: He supported George W. Bush nearly 90% of the time.

Results:
What started out as a long shot, ended with one of the tightest races in the country. On June 30, 2009, a unanimous Minnesota state Supreme Court ruled that Al Franken should be certified the winner, finally ending a months-long election battle that was ultimately decided by 312 votes.