BART Rider for BART Board
Lateefah Simon unseated an incumbent to earn a commanding victory in the 2016 race to represent District 7 on the BART Board. Bearstar directed the campaign and crafted the message that combined Lateefah’s compelling personal story, her independent spirit, and her plan to fix BART.
A true BART rider for BART board, Lateefah could not ride the train without being recognized from the introductory ad “BART Rider,” which visually and emotionally communicated her motivation to be a voice for BART riders. Lateefah’s campaign closed with “A Voice for Riders,” which highlighted her focus on fighting for riders, not contractors, with an homage to Shirley Chisholm – “Lateefah Simon for BART Board. Unbought and Unbossed.”