Change the Channel: Ads that Work for Women Candidates
November 13, 2013
The Barbara Lee Family Foundation worked with a bipartisan research team, led by Lake Research Partners and Chesapeake Beach Consulting, to focus specifically on how voters perceive negative ads by women candidates. In this study, we focused on the impact on the candidate, because we know this factor can be unique and greater for women candidates. Women have an advantage on honesty and ethics, and it is important for them to maintain that advantage, even when they are contrasting with their opponents.
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Pitch Perfect: Winning Strategies for Women Candidates
November 8, 2012
We’ve all heard it: this perception that “I would vote for a ‘qualified’ woman,” especially when a woman runs for major statewide office. The Barbara Lee Family Foundation’s latest research helps to decode the idea of a qualified woman candidate. It reveals what makes a woman “qualified” in voters’ minds, and how one establishes qualifications and likeability at the same time.
This research provides a clear road map for women who are running for major statewide office: how to introduce themselves to voters to demonstrate their qualifications; what language contributes to voters believing they are qualified; and how to present themselves in a way that conveys they are qualified.
Poll: Breakthrough Messages for Women Voters
April 24, 2012
The statistics are widely reported: Women make up only 17 percent of Congress but are over 50 percent of the U.S. population. Even President Barack Obama believes Congress would get more done if there were more women in Congress, saying, “I think it’s fair to say: That is almost guaranteed.”
On behalf of the Barbara Lee Family Foundation, Lake Research Partners recently conducted a poll (March 29 – April 9, 2012) among 1000 likely voters in key states, with an oversample of 200 young women (age 18-35)* voters, which is the first in-depth look at younger women responding to messages about women candidates. Designed to examine voters’ attitudes toward women candidates and elected officials on both sides of party lines, this poll explores whether voters agree with the President and their beliefs about the disparities in leadership between women and men.
Our Governors Research: Turning Point
2010 was a turning point in the foundation’s 12 years of non-partisan research on women’s gubernatorial campaigns. Women candidates ran on a more level playing field, as voters prioritized more gender-neutral traits than in past years. In fact, now more than ever, gender may be a strategic asset in women’s campaigns for executive office.
Since 1999, The Barbara Lee Family Foundation has underwritten and published extensive research on the relationship between gender and campaigns for executive office. This series of comprehensive guidebooks is available in hard copy, pdf, and here on our website.