JCER: The Great Schlep

  • To secure a presidential victory, Obama needed to win key swing states that had cost Democrats the 2000 and 2004 elections. Among the campaign’s challenges, resonance in Florida was hampered by false perceptions that elderly Jewish voters held regarding Obama and his campaign. To correct those misconceptions, Droga5 and the Jewish Council for Education and Research enlisted Sarah Silverman to launch The Great Schlep. A micro-targeted grassroots movement, The Great Schlep asked grandchildren of elderly Jews to convince their grandparents to reconsider their position on Obama. In the end, Obama won Florida by 170,000 votes (51% vs. 49%) and received the highest elderly Jewish vote in 30 years.

  • The Great Schlep Viral Video