The Client

The Hub was created in advance of the 2012 presidential election as a rapid-response research and media outreach team to promote President Obama’s message around foreign policy issues and to the Jewish community.

The Opportunity

In the weeks leading up to the 2012 election, President Obama faced charges questioning his support of Israel.

The Strategy

In leading the Hub and its staff, Bluelight Strategy founders Steve Rabinowitz and Aaron Keyak developed lightning fast responses to almost every serious news item that had to do with President Obama, Israel and/or the Jewish vote. The team drafted and placed op-eds, created a website tying Republican presidential candidate Mitt Romney to investments in Iran and launched a new Jewish Voter Test site.

The Results

As a result of the team’s strategy, more than 15 op-eds — including pieces by high-profile figures, among them business executives and current and former members of Congress — supporting the president were placed in various publications. A Barbra Streisand video, written, edited and publicized for the National Jewish Democratic Council, garnered more than 65,000 views in the four days before the election. With the team’s help, the Hub had an impact on the vast majority of research, positive stories and opinion articles about President Obama and issues important to the Jewish community, totaling hundreds of pieces. In addition, numerous articles featured the Hub itself.

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