CASE STUDY: THE RONIN BILLBOARD
Anti-Asian assaults proliferated immediately after Republican politicians like Donald Trump repeatedly blamed Asians for causing and spreading COVID-19. Republican politicians attacked Asians on media and in digital campaign ads. In fact, Republican House Minority Leader Kevin McCarthy outrageously said, ""there is no kitchen in America that thinks this (Asian hate) is the priority."
The Ronin Project decided to send a message to Kevin McCarthy, the Republican Party, and their candidates that there would be consequences for fanning Asian hate to win votes and elections and belittling our concerns.
The Ronin Project executed a brazen effort to make voters defect from the Republican Party in one of the most vulnerable Republican congressional seats in the nation in Orange County, California.
The weapon for this retaliatory tactic was a high visibility billboard next to a heavily traveled highway in the heart of the district. It was simple and direct and used a powerful political technique called "social pressure." It stated the fact that Republicans all over the United States were leaving the Republican Party and told millions of Orange County commuters that they could too.
The billboard was up for four weeks and seen 1.6 million times and gained the attention of the media. Social media posts produced 56,000 impressions and nearly 5,000 engagements.
As a result, the Republican Party is likely to lose this seat and be denied control of the United States House of Representatives in 2022.
