Official campaign media

Jackie Elward
Campaign Media

Photos and videos from across the North Bay—community conversations, local businesses, students, first responders, and the places Jackie is fighting to represent.

Featured photography

Jackie in the community

A moving selection of campaign photography from across the North Bay.

Campaign B-roll

Watch Jackie in motion

Preview the finished location videos in Google Drive. Each preview includes access to the original downloadable file.

Jackie Elward meeting students at College of Marin

College of Marin

Campus footage of Jackie meeting students, listening to young people, and walking through College of Marin.

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Jackie Elward speaking with people at a farmers market

Farmer’s Market

Jackie meets growers, small-business owners, families, and neighbors at a lively North Bay market.

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Jackie Elward visiting local firefighters at a firestation

Firestation

Jackie visits local firefighters for public-safety, first-responder, and firestation footage.

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Jackie Elward walking through downtown Petaluma

Downtown Petaluma

Clean walking, community, and downtown establishing footage with historic Petaluma as the backdrop.

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Jackie Elward aboard a SMART train

SMART Train

Transportation-focused footage aboard the SMART train, including travel, platform, and passenger moments.

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Explore the full media archive

Visit Jackie’s Flickr page for the campaign’s growing photo and video collection, organized for supporters, partners, and press.

View full photo & video archive on Flickr

What Voters Need to Know

Open Jackie’s campaign messaging guide for background and context to accompany the photography and B-roll above.

What Voters Need to Know

Campaign background and messaging guide

Important Information for Voters to Know

Voters need to learn that Eric Lucan is a recent Republican who has changed his party registration twice in his rise to power.

Voters also need to be reminded where the attack ads against Jackie and the support ads for Eric are coming from: out-of-district MAGA-aligned billionaires, big pharma, and for-profit utility companies.

Voters need to know that Jackie is fighting to bring down the cost of living. She is a champion for affordability, universal health care, and an AI data center moratorium. They need to know that she is an experienced and proven progressive with accomplishments like reducing homelessness by 60% in Rohnert Park, prioritizing affordable homes, and holding polluters accountable.

Voters need to know that Jackie is an experienced Councilmember, educator, and labor organizer endorsed by teachers, nurses, firefighters, and the Sierra Club.

Voters want a candidate who will protect our neighbors and our state from the Trump Administration, and they want the North Bay represented by a proven progressive Democrat who will fight for us.

Key Demographics

A lifelong progressive Democrat, Jackie has wide and strong support among Democrats and is splitting the vote among Independents. As a recent Republican, Eric performs strongest among Republicans.

Women are an especially important demographic to connect with in this campaign. Women under 50 are her strongest base, and they can be considered a turnout universe. She also does well among women over 50, and they can be considered a persuasion base.

Women, like all voters, need to know about Jackie’s record and priorities around the cost of living, including affordable housing and raising wages. They also should know that she broke an important glass ceiling, becoming California’s first Black woman mayor north of the Golden Gate Bridge. Across all age groups, women are receptive to her background as an educator, her work holding polluters accountable, and her commitment to secure comprehensive universal healthcare to every Californian.

Women under 50 are especially receptive to Jackie’s record of accomplishment reducing homelessness by 60% in Rohnert Park.

Women over 50 are especially receptive to Jackie’s leadership protecting our state from Trump Administration abuses.

Regional Notes

Assemblymember Damon Connolly’s endorsement of Jackie Elward is helpful to amplify districtwide. He is a trusted voice, and they need to know that he wants Jackie to succeed him to continue the North Bay’s proud progressive legacy.

Former Congresswoman Lynn Woolsey’s endorsement of Jackie Elward is especially helpful to amplify in Marin County.

Congressman Mike Thompson’s endorsement of Jackie Elward is especially helpful to amplify in Sonoma County.

More broadly speaking, emphasizing progressive and Democratic endorsements to Democrats, especially women, is helpful.

Democratic and independent voters in Marin County especially need to learn more about Jackie, in particular women.

Messaging

Eric Lucan is a Recent Republican

Eric Lucan was a lifelong Republican until he decided to run for office. He changes party affiliations whenever it suits his career ambitions.

When he ran for Novato City Council, he changed his registration from Republican to No Party Preference, because a Republican would be unelectable there.

In preparation for his aborted 2014 bid for State Senate in District 2, he switched again, this time to Democrat, since running as an independent for a partisan office like the state legislature doesn’t work in a deeply Democratic district.

Eric Lucan’s Republican roots remain clear to this day. MAGA-aligned billionaires who donated generously to Donald Trump’s Super PAC are his biggest financial backers.

The choice is clear. In the race for Assembly District 12, it’s lifelong progressive Democrat Jackie Elward v. recent Republican Eric Lucan.

Follow the Money

MAGA-aligned billionaires, big pharma, and for-profit utility companies are attacking Assembly candidate Jackie Elward with smears and lies, because they know she’ll fight for us, not them.

In the primary election, they spent more than $1.6 million to defeat Jackie and to elect recent Republican Eric Lucan.

Their goal: to end the North Bay’s proud progressive legacy and to elect a corporate politician who answers to them.

Jackie Elward’s Affordability Vision

Making life more affordable for all of us has always been Jackie Elward’s top priority.

As Mayor and Councilwoman on the Rohnert Park City Council, Jackie helped responsibly balance city budgets while making life more affordable.

Jackie reduced homelessness by 60%, created new affordable homes, supported new high wage union jobs for local residents, and made it easier for residents and businesses to install cost-saving solar panels.

Jackie also preserved vital social safety net programs like mental health services, senior centers, and community clinics.

In the State Assembly, Jackie will take bold action on economic issues to lower costs and make large corporations and billionaires pay their fair share.

Jackie supports closing multi-national corporate tax loopholes that cost the state billions every year, raising living-wage standards so wages keep pace with the cost of living in the North Bay, fighting for a universal healthcare system, stopping utility rate hikes, increasing local renewable energy generation to reduce our reliance on companies like PG&E, and securing funding for first-time homeownership programs.

As an Assemblymember, Jackie will stand up to the powerful and fight for the North Bay.

Jackie Elward’s Support for Health Care for All

Jackie is the progressive Democrat who supports universal health care. Health care is a human right, and the current for profit health care system is failing us.

Jackie will also fight to empower the state to directly negotiate prescription drug prices, expand Medi-Cal eligibility, incentivize more Californians to become doctors, nurses, and health care workers to address our health care staffing shortages, and work to prevent rural hospital and clinic closures while expanding access to specialized care.

Jackie is a reproductive health care champion who will never waver from a woman’s right to choose.

Jackie Elward’s Support for an AI Data Center Moratorium

On Day 1, Jackie Elward will introduce a bill in the State Assembly to institute an AI data center moratorium in California.

Our energy bills are already too high and our water resources are already too scarce.

We need an AI data center moratorium before it's too late, and the state needs to establish clear guidelines that stop rising energy costs, protect our water, bring transparency and an open public process to local communities, and ensure workers and communities actually benefit.