LEADERSHIP CAMPAIGN FOR CHANGEMAKERS

MOTHIN ALI CAMPAIGN STRATEGY & TECH IN ACTION

When Mothin Ali stood for Deputy Leader of the Green Party of England and Wales, he needed full digital alignment — fast. 

With just weeks to go, I jumped in: collecting assets, press coverage, supporter videos, and raw content to shape a campaign presence that felt grounded, bold, and human.

But this wasn’t just about launching a site — it was about turning values into action . We weren’t just showing policy; we were showing the person.

From his work teaching permaculture to his commitment to recycling, everything pointed back to Mothin’s deep connection to his community.

It’s what made him known, locally and proudly, as:  The Hero of Harehills

@Craig Gent

CAMPAIGN LAUNCH IN UNDER 3 WEEKS

Turning values into story

Alongside building the campaign infrastructure, I worked on shaping Mothin’s public narrative — translating his strategic messages into clear, accessible website content.

The site was structured around three key messages, each reflecting his values and community-first approach.

I aligned layout, images, and content with purpose — making sure each element supported Mothin campaign’s priorities.

VISUAL & BRAND

I started by researching past Deputy Leader campaigns and supporter comms.

Created a bold identity using Green Party tones with a high-contrast orange accent.

Designed the campaign logo and hero banner.

Selected authentic, strong imagery to reflect Mothin’s commitment to his community.

Shaped the tone of the bio to reflect Mothin’s working-class values.

TECH STACK

I chose to build the website on Squarespace — fast to launch, mobile-friendly, and donation-ready from day one.
Next, I integrated Action Network with supporter forms that did more than collect data. We asked questions like “What’s your superpower?”, inviting people to endorse Mothin and feel part of the movement.
To get comms up and running quickly, I set up Zoho Mail and connected the campaign domain.
The strategy also focused on curating a Voxpop video gallery, which grew to feature over 30 supporters — bringing real voices into the heart of the campaign.
All four social media channels were linked and branded, supported by a Linktree and a Bluesky profile to create a seamless and shareable supporter experience.
I also built a dedicated section for press coverage, embedding links to interviews and keeping the page regularly updated — building trust and showing growing momentum in real time.
The entire infrastructure came together in under three weeks — every tech decision shaped by the story we were telling.

THE OUTCOME

2 September 2025 Mothin Ali was elected Deputy Leader of the Green Party of England and Wales
5,000+ supporters - 33% voters elected Mothin Ali at the first round