The SFDSA ran the most aggressive and far-reaching campaign against London Breed, ensuring her failures dominated the public narrative. While other groups hesitated to directly confront Breed’s record, the SFDSA fearlessly led the charge, making her leadership synonymous with the city’s most pressing crises. With precision, strategy, and bold execution, the SFDSA amplified Breed’s shortcomings to a larger audience than any other organization in the race, setting the tone for the entire mayoral election.
What makes this victory even more significant is that the SFDSA was the only public safety union to endorse Daniel Lurie as a candidate for mayor. This bold and independent move proved pivotal in securing his victory, positioning the SFDSA as a leader in shaping the future of San Francisco.
Exposing Breed’s Failures and Championing Change
The SFDSA’s campaign focused on holding Breed accountable for six years of ineffectiveness. By emphasizing her mismanagement of critical issues—like the fentanyl crisis, homelessness, and the defunding of law enforcement—the SFDSA became the loudest and most impactful voice in the election.
- Unmatched Endorsement Strategy: While other public safety unions avoided directly challenging Breed, the SFDSA endorsed Daniel Lurie, a candidate whose platform aligned with our mission to restore public safety and accountability in San Francisco.
- Dominating the Narrative: Viral nicknames like “Fentanyl Breed,” “Defunder Breed,” and “Homeless Czar Breed” became shorthand for her administration’s incompetence, shaping how San Franciscans viewed her leadership.
This bold decision to endorse Lurie and attack Breed set the SFDSA apart as a driving force for change, influencing public opinion and the course of the election.
Daniel Lurie: The SFDSA’s Vision for Leadership
The SFDSA’s endorsement of Daniel Lurie wasn’t just a political move—it was a commitment to addressing San Francisco’s most pressing challenges. Lurie’s platform focused on:
- Restoring Public Safety: Increasing staffing for law enforcement and addressing the city’s spiraling crime rates.
- Fighting the Fentanyl Crisis: Implementing meaningful reforms to curb overdoses and hold drug dealers accountable.
- Solving Homelessness: Pursuing innovative and effective solutions to get individuals off the streets and into supportive housing.
By endorsing Lurie, the SFDSA sent a clear message: public safety and accountability must be at the heart of San Francisco’s future.
SFDSA’s Multi-Pronged Campaign Strategy
The SFDSA executed a highly focused campaign that leveraged both modern and traditional outreach tools to ensure its message reached San Francisco voters.
Social Media Campaigns with Over 2 Million Views
The SFDSA’s social media campaigns were a game-changer. With over 2 million views, our posts and videos ensured that San Francisco voters repeatedly encountered our messaging in various forms.
- Targeted Messaging: Ads and videos zeroed in on Breed’s most glaring failures, linking her directly to rising crime, the fentanyl epidemic, and homelessness.
- Viral Impact: The SFDSA’s online content didn’t just inform—it sparked outrage. Nicknames like “Fentanyl Breed” trended locally, driving conversations across social platforms and further embedding her failures in the public’s mind.
Mailers That Left No Room for Doubt
We sent out approximately 300,000 mailers citywide, detailing Breed’s disastrous record.
- Farrell-Focused Mailers: Two versions promoted Mark Farrell, emphasizing his strong stance on public safety and fiscal responsibility as a direct contrast to Breed’s weak leadership.
- Anti-Breed Messaging: The remaining mailers honed in on her failures, ensuring that voters were armed with the facts about her inability to govern effectively.
Online Videos and TV Commercials
The SFDSA didn’t stop at social media. Professionally produced online videos and TV commercials reached voters on multiple platforms.
- Unflinching Criticism: Videos showcased Breed’s failures in stark detail, leaving no ambiguity about the consequences of her policies.
- Expanding the Conversation: By reinforcing these messages on television and online, we ensured Breed’s shortcomings were part of every voter’s conversation leading up to Election Day.
Partnering with Breexit.org
Recognizing the need to expand our reach even further, the SFDSA became the largest donor to Richie Greenberg’s Breexit.org, an anti-Breed PAC dedicated to exposing her failures and unseating her.
- Collaboration for Maximum Impact: While Breexit.org provided an additional platform for anti-Breed messaging, our significant contributions helped amplify their efforts, ensuring the message spread widely.
No other organization matched the SFDSA’s commitment to exposing Breed. Our partnership with Breexit.org further underscored our leadership in the fight to unseat her.
The SFDSA: A Bold Voice for Change
What sets the SFDSA apart is that we stood alone in holding Breed accountable while supporting Daniel Lurie as the candidate to lead San Francisco into a new era.
- Unique Endorsement: As the only public safety union to endorse Lurie, the SFDSA demonstrated both foresight and commitment to bold, necessary change.
- Relentless Advocacy: The SFDSA’s campaign was uncompromising in exposing Breed’s failures and elevating Lurie’s vision, providing voters with the truth that no one else was willing to share.
The Result: A New Era for San Francisco
Daniel Lurie’s victory marks a turning point for San Francisco. With Lurie as mayor-elect, the city now has a leader ready to prioritize public safety, tackle the fentanyl epidemic, and implement meaningful solutions to homelessness.
The SFDSA’s campaign was instrumental in this outcome. By exposing Breed’s failures and promoting Daniel Lurie as the city’s best hope, the association not only influenced the election but also demonstrated the power of strategic advocacy in shaping the city’s future.
As San Francisco moves forward, the SFDSA remains committed to working with Lurie to ensure that public safety, accountability, and reform remain top priorities. This campaign wasn’t just about defeating London Breed—it was about setting a new standard for leadership that truly serves the people. And we delivered.