The 2013 Multimedia Award winner was the American Federation of State County and Municipal Employees (AFSCME) for their campaign featuring public workers who service Mitt Romney’s La Jolla, Calif., neighborhood.

As the 2012 Presidential election was in full swing, AFSCME Local 127 (Council 36) members Richard Hayes, Joan Raymond, and Temo Fuentes told their stories and helped definitively shift the national conversation about the best candidate to represent all Americans, not just the wealthiest 1 percent.

In recognition of these members’ influence during the election, Campaigns and Elections Magazine awarded AFSCME a prestigious Reed Award for its “Meet Richard” video series. It won in the Web Video: Ballot Initiative or Independent Expenditure category.

The video series highlighted Richard and Joan, who are San Diego sanitation workers whose route includes the wealthy La Jolla, Calif., community where Mitt Romney has a beachfront villa. Temo repairs the fire trucks that service La Jolla. They told the world how Romney’s harmful economic policies would affect them and working people across America.



Their stories exploded, garnering more than 1.6 million views and receiving coverage from Politico, MSNBC, The New York Times, Vanity Fair, The Huffington Post, FOX News’ Bill O’Reilly, Rush Limbaugh, and The Washington Post, among many others. It was even featured by late-night talk show host Jimmy Kimmel, who spoofed it with a video called “Manservants for Mitt.”

AFSCME launched the video series two weeks after Romney’s infamous 47 percent remarks and right before the Vice Presidential debate. It helped keep the spotlight on Romney’s out-of-touch comments and kept the focus on the right-wing ticket’s dangerous policies for working families.

Richard, Joan, and Temo told their stories and they were heard. Loudly and clearly.