There’s a playbook of how we build campaigns, how we build coalitions, how we even get endorsements from different groups of people, how we fundraise. I think we should still do the general stuff: We do the churches, we do the unions, we do nurses, we get teachers and suburban working moms. We get all of those people on board, of course, because they’re an important part of the coalitions. And, I also think that we should be more niche.
I think that there’s a lot to say about how the Trump administration has gotten a lot of fitness bros in their camp. The podcast space is also a place that is dominated, I think, by people who voted for Donald Trump. And that’s not to say that Democrats, for example, cannot get those groups of people. But they’re not there. They’re not in enough of those spaces.
3. Build a campaign around what is possible (See: Nicolandria)
Ngugi: [Watching Love Island USA] I am on the Nicolandria ship. I studied film. I love a good story arc, and the two of them have provided us with, potentially, friends-to-lovers. They provided us with this almost romance novel-type potential. And that is a ship built on — partially — delusion, but it also didn’t come from nowhere.
People saw some things in episode 1 and ran with it, so it is built on excitement and possibilities. We don’t actually know what these people are going to do. They are real people, and they’re able to make their own decisions. But it’s about what is possible, and so people want to get behind that.
I think some of the political campaigns that I’ve enjoyed watching are ones that are kind of built on enthusiasm, excitement and also delusion. Campaigns can learn a little bit about how to build enthusiasm, excitement and positivity by leaning toward what is possible, and less of this fear mongering. I think that leaning in on what could be is also really exciting.
4. Learn from Amaya: Authenticity matters
Ngugi: Enthusiasm only works when you have already addressed the elephant in the room, which is showing people how you are willing to show up for them. People really are scared. People don’t know how they’re going to pay for their rent. People are worried that their family members are going to be deported. They don’t know what the country is going to look like in a few years. I think talking about that, addressing that first — and also bringing forth what you’re going to do, is really important.
Going back to Love Island, people want to back up these couples. They find couples on the show that they honestly really like, and people on the show that they honestly really enjoy. They like Amaya because they feel that she is authentic, and then they are telling people who are not watching the show: “Vote for Amaya.” “Come into our coalition.” It’s easier to campaign for someone you believe in and you’re excited about, so I think a message to people who are thinking about running for office is really thinking about their platform and what they’re actually doing for people, and then you could build on excitement.
5. Politicians can lean into pop culture — but don’t overdo it
Ngugi: Respectfully, I do not want politicians to see this as a sign that they should do the latest TikTok trends. I think that there’s a way for politicians to engage from a distance, but I think engaging directly is seen as cringe in a lot of ways.
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