Governor Mark Dayton entered re-election facing a very competitive race. Years of Republican budget gimmicks, coupled with a recession, forced Governor Dayton to close budget deficits with a combination of tough spending cuts and higher taxes on the wealthy. While Dayton’s policies had led to economic growth, Minnesotans were still anxious. We developed a campaign to communicate how the Governor had made the tough decisions the state needed, reduced bureaucracy and red tape, and as a result, Minnesota was rising. In addition, we featured Minnesotans whose lives had been touched by the Governor’s leadership.