In 2011, Soapbox Solutions managed Joe Grace's Primary Election campaign for City Council to represent the 1st District. Early in the campaign, we focus heavily on the incumbent's decision to benefit from the city's unpopular DROP retirement program, without actually retiring. We developed an interactive website to highlight all of the things that could be purchased with the city money the incumbent would get for himself from the DROP program. The website went viral across social media resulting in a net increase in Facebook likes of 700% and led to significant television news coverage. The focus on this allowed lead our candidate to appear on television almost a dozen times in the first 8 weeks of the campaign.
Our focus on the actions of the sitting Councilman put so much pressure on him that the incumbent eventually decided not to run for re-election. That led to a highly competitive 4-way election for an open seat. The campaign raised $150,000, was endorsed by Governor Ed Rendell, the Philadelphia Inquirer, and the Daily News. Joe came in 2nd place, behind the establishment candidate.