What Is the She Spot?

A few years ago during the 2004 election, a coalition of get-out-the-vote organizations asked Lisa Witter to advise them on their “Women’s Voting Day” campaign, including the beta design for the campaign’s Web site.

When she clicked on the URL, the home page was wreathed in pink flowers. The content was focused exclusively on choice and “soft” issues like education and healthcare to the exclusion of issues like the War in Iraq, jobs, and national security—issues that polling showed were, in fact, top-of-mind for the majority of women voters.

The coalition deserved credit for identifying women as an important target audience. But then they hit two blind spots that, as communications consultants for the public ...

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