Challenge
MK Naama Lazimi grew and ascended in HaAvoda. Lazimi joined the Knesset under the Norwegian Law, and in the year she served as a Member of the Knesset she promoted numerous social reforms and laws. Despite her extensive work in the Knesset, we began the campaign with Naama’s name and face largely unfamiliar, and she was somewhat anonymous compared to her vast parliamentary work.
Solution
Naama Lazimi, a HaAvoda woman (also, literally in Hebrew, a “get it done” woman).
The campaign showcased MK Lazimi’s absolute strengths: her deep roots in the party and her hard work for the public as an outstanding parliament member, promoting numerous important social-democratic laws.
The campaign strategy was to establish and reinforce familiarity with Naama’s name and face, link them to her work and create a disruption strong enough to cause voters to halt and read.
An amazing illustration by artist Daniel Goldfarb, who assembled all of Naama’s strengths and refined them into one image, combined with a precise online campaign and surgical media endeavors designed to build public image and recognition landed Naama at the very top of the party’s leadership.
