San Francisco Mayor London Breed’s top opponents have highlighted their spouses and kids
Former interim San Francisco Mayor Mark Farrell and Daniel Lurie often highlight something on the campaign trail that they have and incumbent Mayor London Breed does not — a spouse and children.
Words like family, immigrant, veteran, immigrant and small-business owner carry significant emotional weight, and “you can’t overstate the value of emotional connection with voters,” said Lesley Lopez, a member of Maryland’s House of Delegates and program director of the public-relations and communications program at George Washington University.
And Safai, when comparing his own means to that of Lurie, pointed to his mother sitting in the audience, praising her for giving a $150 check to support his bid for mayor. The closest Breed now comes to touting her family is in the company of her “adopted grandma,” Tow Kuk Wong, an organizer in the Chinese community.
By contrast, Lurie and Farrell regularly feature slices of their personal lives on the stage and on social media in a way that can make them relatable to voters, even if the candidates are unlike many San Franciscans in obvious ways. Lurie has invested more of his own money into the campaign than the median San Franciscan household earns in 30 years, and since leaving office in 2018, Farrell has worked as venture capitalist — a pause in politics he describes as time taken to focus on his family.
“Here’s the difference: Mayor Breed has delivered results for families, while Lurie and Farrell were nowhere to be found,” Arellano said.
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