• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Shop
  • Jobs Board
Campaigns & Elections logo

Campaigns & Elections

  • Subscribe
  • My Account
  • Facebook
  • Twitter
  • LinkedIn
  • Articles
    • Industry News
    • CampaignTech
    • Creative
  • Videos
  • Buyer’s Guide
  • Reports
  • Expert Database
  • Events
  • Awards
    • Reed Awards
    • CampaignTech Awards
    • Rising Stars
  • Consultant Directory
  • Become a Member
  • Shop
  • Job Board
  • Subscribe
  • My Account
  • Facebook
  • Twitter
  • LinkedIn

How the residency issue sunk Sen. Lugar

In November 2010, Sen. Richard Lugar’s (R) campaign released an internal poll showing him to be the most popular politician in Indiana. Within 18 months, Lugar would lose a primary to state Treasurer Richard Mourdock. What happened?

Many attribute Lugar’s loss to the Tea Party’s opposition to his moderate policy stances. But as recently as January, Lugar still appeared to be a lock for reelection. Instead, his loss should be chalked up to the ability of opposition research and communications to swing an election when thoroughly pursued. And, conversely, it demonstrates the inability of a campaign, which had not seen a serious challenge in decades, to adapt to changing times.

For Lugar, his downfall was the revelation that he no longer lives in the state of Indiana. In fact, he hasn’t for 35 years. And while this issue had been raised before, as far back as his first re-election in 1982, voter sentiment has changed. The Lugar campaign was unprepared to address the issue and appropriately counter a sustained attack.

The charge started quietly enough with a late-January Daily Caller article noting Lugar’s permanent residence in Washington, D.C. By mid-February, American Bridge, the Indiana Democratic Party, and the Mourdock campaign were all producing web ads, research documents and press releases drawing attention back in Indiana to the story. As local press began to cover it, Lugar’s campaign compounded the attack by offering up the head-scratching defense of comparing his absence from Indiana to that of our men and women in the armed services stationed overseas.

Subscribe for Industry News Plus the Latest in Campaign Strategy & Tactics

Hidden
This field is for validation purposes and should be left unchanged.

The story snowballed as our organization uncovered that Lugar spent more time overseas (and thus away from his constituents) than any other member of Congress, funded in part by taxpayer dollars. Lugar then faced the humiliation of being ruled ineligible to vote from his old address (the one he hadn’t lived in for 35 years) by the local election board.

With renewed attention focused on Lugar’s residency, he was left vulnerable to a final blow — the deeper inquiry which uncovered that his living arrangement had led him to improperly use over $14,000 in taxpayer funds to pay for hotel stays in Indianapolis.

In most campaigns, a narrative is formed and the communications and research help build and sustain the message.  Not in this case. One charge and the inability to effectively counter it resulted in a narrative that persuaded Indiana voters that Dick Lugar was no longer the right person to serve the state of Indiana.

 

Rodell Mollineau is the president of American Bridge 21st Century, a progressive Super PAC. Prior to joining American Bridge, Mollineau spent four years in the office of Senate Majority Leader Harry Reid (Nev.) as staff director of the Senate Democratic Communications Center.

Share:
FacebookTweetLinkedIn

Primary Sidebar

By
Rodell Mollineau
05/25/2012 12:00 AM EDT
FacebookTweetLinkedIn

C&E Creative Summit 2023 Countdown:

Get Tickets

Most Read

  • Digital Organizing

    How Digital Can Help Thread the Needle in Virginia

  • Sponsored

    Combine Digital Advertising With Direct Mail, The SMART Way

  • Sponsored

    Political Comms Is The Premium Peer-To-Peer Texting Platform

Subscribe for Industry News Plus the Latest in Campaign Strategy & Tactics

Hidden
This field is for validation purposes and should be left unchanged.

Become a member and get access to exclusive content.

Join Today

Footer

Upcoming Events

  • September 21

    Campaigns & Elections Creative Summit

Subscribe To Our Newsletter

For the latest in campaign strategy & tactics plus industry news and analysis, subscribe for free today.

"*" indicates required fields

This field is for validation purposes and should be left unchanged.

Follow us

Follow Campaign and Elections for more daily content.

  • Facebook
  • LinkedIn
  • Twitter
  • About
  • Privacy Policy
  • Terms & Conditions
  • Contact

Copyright © 2023 Political World Communications, LLC

Advertisement

Subscribe for Industry News Plus the Latest in Campaign Strategy & Tactics

Hidden
This field is for validation purposes and should be left unchanged.