The Women's Equality Party needed to make a big impact in the run up to the 2016 London Mayoral Elections. They couldn't compete with the stale males of the Big Two, but the two-part voting system meant that they could still get bums on seats in the Assembly - even if they didn't come 'first'.
Being a Tory or Labour supporter doesn't mean you don't also support women. So we reframed voting for the WEP as a stance for equality alongside your chosen party, urging people to give half their vote to their usual scheduled programming, and the other half to the WEP.
The party secured 350,000 votes on May 5th, almost 100,000 more than George Galloway. It was their first election.
We directed these, too.