Goal: Make elections more human, relatable, and appealing to communities. Vibrant colors and people were introduced in the ads to add excitement to the campaign. The "Your City. Your Choice" theme was retained from the previous election.
The election had a 74.49% turnout, the highest for a midterm election in the City since 1938.
Artwork: Bus Ads. Appeared on the interior of buses.
Artwork: Bus Ads. Appeared on the exterior sides of the bus.
Artwork: Station Ads. Appeared at the Bay Area Rapid Transport (BART) stations.
Artwork: Mailer. Delivered to every home in San Francisco.
Artwork: Voter Information Guide. Sent to all registered voters in San Francisco.
Artwork: Poll Worker Ads. Published in the Voter Information Guide | Handed in community and street fairs.