Senator Lisa Murkowski (R-AK) lost her primary race in the late summer of 2010. After three weeks of pressure from Alaska residents to stage a write-in campaign, and as much pressure from Senate Republican colleagues to gracefully accept the decision of the voters, Murkowski decided to defy history and run as a write-in candidate.
I joined the communications team as a volunteer to head the non-traditional communications program. We had only six weeks to teach Alaskans how to complete a write-in ballot and the reasons why they should do it. Twitter, Facebook, texting and email were all critical to this effort. In the end, 41 percent of Alaskans wrote in Lisa’s name and she became the first person in the US in 54 years to win a statewide write-in campaign.