Case Study:
2021 New York City Mayoral Campaign

At a critical moment of recovery and renewal, voters needed a government to deliver tangible solutions. They sought improvements in subway and street safety, better schools, and cleaner streets.

Enter Eric Adams, a candidate who rose from poverty and racism. One of six children, born in Brooklyn and raised in Queens by a single mother who cleaned houses for a living, Adams faced immense challenges. At 15, he endured a beating by police in the basement of a precinct house. Instead of succumbing to anger, Adams transformed his pain into a purpose, determined to change the New York City Police Department from within.

Decades later, Adams built a historic coalition of Blacks, Latinos, Asian Americans, Caribbeans, Pacific Islanders, Russians, and union workers, alongside immigrant working-class people. This ethnically diverse and united force propelled him to win one of the most significant elected positions in the United States: Mayor of New York City.

Eric Adams won the General Election on November 2nd, and Grassroots Strategies™ played a pivotal role in writing this new chapter in New York City’s history. Through tireless effort and strategic expertise, Grassroots Strategies™ helped to amplify Adams’ message and rally the diverse coalition that made this victory possible.

Some Teaching moments during the 2021 primary campaign:

May 4: City Hall Park, Manhattan:
In a deeply emotional moment, Abner Louima, the Haitian immigrant who in 1997 was brutally attacked and sexually assaulted by NYPD officers, publicly endorsed Eric Adams for Mayor of New York City. This event symbolized resilience and renewal for all immigrants and New Yorkers committed to recovery. Twenty-four years after the violence that altered his life, Louima returned to New York City to support a candidate who had endured his own harrowing experiences with police abuse.

June 1: Spofford Juvenile Detention Center, Bronx
Eric Adams held a press conference at the Spofford Juvenile Detention Center in the Bronx, a location with personal significance as he had been detained there after his arrest at 15. As a mayoral candidate, Adams detailed his comprehensive plan to improve outcomes for young people in the juvenile justice system, demonstrating his commitment to creating positive change from his lived experiences.

Events Are Unpredictable: 
During the press conference, the NYPD asked a driver who had parked in the area to move his vehicle, escalating tensions. The situation seemed poised for conflict. However, a valuable lesson in community conflict de-escalation unfolded. Upon arrival, without any security detail, Eric Adams walked straight to the driver and his friends, who were shouting insults.

Through an exchange of views and a discussion about the legitimate grievances of the community, trust was built on the spot. By respectfully listening and engaging with the concerns and frustrations of Bronx residents, Adams transformed their initial animosity. This genuine connection highlighted Adams’ ability to relate to and empathize with the community’s struggles.

When a potential confrontation turns into a handshake and an invitation to collaborate on solutions, it becomes clear you are working with a leader. Grassroots Strategies™ was instrumental in facilitating these moments, ensuring that Adams’ message of hope and change reached the hearts of New Yorkers, fostering trust and unity across the city.

Our Pledge:
Every day and night, we stood alongside the blue-collar workers, immigrants, and minority communities of the five boroughs of New York City, dedicated to helping them elect their Democratic Mayoral nominee for the greatest city in the world. We listened to their stories, shared their struggles, and championed their dreams.

For Grassroots Strategies™, this is just the beginning. We remain committed to empowering communities, amplifying their voices, and driving meaningful transformation. Together, we will continue to shape a brighter future for all New Yorkers.