---
title: "Case Study 1: Jaffer for Mayor Campaign — \"Real Change for Edmonton\""
description: Churchill Strategy Case Studies
---

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# Case Study 1: Jaffer for Mayor Campaign — "Real Change for Edmonton"

[Winston Pon](https://deal.churchillstrategy.ca/blog/author/winston-pon)  Oct 22, 2025 5:40:56 AM

# Case Study 1: Jaffer for Mayor Campaign — "Real Change for Edmonton"

**Sector:** Political Campaigns  
**Services Used:** Strategic Planning & Crisis Management, Digital Advocacy, Brand & Creative Management  
**Timeline:** May – October 2025

**Challenge:**  
Edmonton’s municipal election landscape was crowded with multiple incumbents and former councillors. Rahim Jaffer entered as an outsider aiming to redefine the narrative around leadership and accountability. The campaign faced limited initial recognition, a short runway, and high voter apathy following pandemic-era politics.

**Strategy:**  
Churchill Strategy led a full-scale rebrand and campaign architecture built on the message *“Real Change for All of Edmonton.”* We created a visual identity emphasizing leadership, action, and affordability, and executed a digital-first persuasion and mobilization strategy.

Key tactics included:

- Core message matrix (affordability, safety, and City Hall accountability)
- Daily content engine across Meta, YouTube, and SMS with rapid response integration
- Victory360 operational dashboard to track volunteer, donation, and voter ID data in real time
- 60-day digital noise calendar featuring contrast messaging against incumbents
- Election Day GOTV workflow integrating CallHub, Qomon, and SMS automation

**Execution:**  
The campaign combined strong narrative discipline with constant creative iteration. Weekly digital ad testing refined voter segments, while visual storytelling positioned Rahim as the only viable alternative to the “status quo.” The team coordinated multiple volunteer blitzes, earned media stunts, and a large-scale sign and voter contact program.

**Results:**

- **6,200+ new supporters identified** through digital and field channels
- **Over 1.2M ad impressions** across Meta and Google Ads

[Case Study](https://deal.churchillstrategy.ca/blog/tag/case-study)

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