As the Boston mayoral race intensifies, both incumbent Mayor Michelle Wu and her main challenger, nonprofit leader Josh Kraft, are escalating their advertising efforts, signaling the significant role that media campaigns play in this costly electoral battle.
Political consultant Cam Charbonnier noted that advertising is pivotal at this stage of the summer when voters are still largely disengaged.
“It’s all you can do, really,” he said. “People aren’t really making a decision at this point, and a lot of people aren’t totally focused on it.
But by the time they start to think about it, you don’t want it to be the first time they’re hearing about your candidate.
You want them to have an idea that’s formed.”
In a noteworthy development, the Kraft campaign has rolled out its inaugural series of television advertisements, which include at least six 30-second spots showcasing individuals who have benefited from Kraft’s extensive work in the nonprofit sector.
Although Kraft only moved to Boston in 2023, he brings with him a wealth of experience, having dedicated three decades to the Boys & Girls Club of Boston, including a dozen years as its leader.
One ad features Jonte Joseph, who met Kraft at the Charlestown Boys & Girls Club at just nine years old.
Joseph recalls how Kraft provided essential support during challenging times, saying, “Josh helped change my life.
As mayor, he can help so many people.”
The ads also spotlight testimonials from friends and former colleagues who laud Kraft for diverse community contributions, including aiding the Muslim community in Hyde Park in securing a temporary place of worship and even attending to a child’s health emergency at a Boys & Girls Club.
These positive narratives contrast sharply with earlier advertisements funded by a super PAC associated with Kraft, which has invested millions in attacks targeting Wu’s record as mayor.
While super PACs can raise and spend unlimited funds, they must operate independently of the campaigns they support.
The Kraft campaign has kept the financial specifics of its new ads under wraps, but the deployment of these commercials reflects a strategic use of substantial campaign funds, recently bolstered by a $2 million personal investment from Kraft.
Conventional wisdom in campaigns suggests that once advertisements hit the air, they should remain active, hinting that Kraft’s team is poised to sustain this advertising push for an extended period.
On the opposing side, a Wu-aligned super PAC, Bold Boston, is launching a 60-second radio ad that targets Kraft’s previous endorsements of Republican political figures.
This commercial seeks to connect Kraft to President Donald Trump’s controversial health care measure, which threatens to strip coverage from many Massachusetts residents.
The ad states, “You know, Josh Kraft donated to Republicans who got the law passed.”
Kraft, who currently identifies as a Democrat, has a history of voting for Republicans, with his campaign asserting that these donations stem from his support for Israel.
He has stated that he does not support Trump and views him as unfit for the presidency.
As in-person campaigning slows over the summer months, both candidates are expected to attend an event hosted by the Massachusetts Affordable Homeownership Alliance.
Additionally, MASSCreative is set to host a forum later in July that will involve both Wu and Kraft, as well as Domingos DaRosa, a local activist also running for mayor.
Summer is traditionally a time for campaigns to focus on securing endorsements, rallying volunteers, and organizing canvassing efforts.
Wu’s campaign has scheduled canvassing events in various neighborhoods over the weekend and has recently received an endorsement from the Boston Teachers Union.
Kraft, on the other hand, held a press conference to announce his initiative aimed at assisting individuals reintegrating into society post-incarceration.
He emphasized that his campaign will remain active throughout the summer, stating, “I’m gonna keep doing what we’re doing — showing up everywhere and anywhere.
Just showing up and listening to people.”
In the meantime, DaRosa, a lesser-known candidate whose fundraising efforts have not matched those of Kraft and Wu, is focusing on direct engagement with residents as the summer heats up.
He believes that voters remain interested and engaged, saying, “There’s more interest than is being projected out there.
Folks are not interested in a lot of the BS that’s going on between Michelle and Kraft, the back and forth bickering over whose bank account is bigger.
Folks are more interested in the solutions and how we’re gonna go about moving the city forward.”
As the campaign enters a critical phase, both candidates must navigate the dual challenges of appealing to voters and managing the narrative around their respective campaigns.
image source from：bostonglobe
