Voters know the least about the judges they elect.

Judicial races sit deep in the ballot, carry strict ethical limits on what candidates can say, and are decided by name recognition and trust. We build both.

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A historic Texas county courthouse at blue hour with voters walking up the steps

How do you campaign for a judicial race in Texas?

Texas elects most of its judges in partisan elections, and since straight ticket voting ended in 2020 every judicial race must be marked individually. A judicial campaign has to build name recognition and trust deep in the ballot while staying within the Code of Judicial Conduct, which limits what judicial candidates may promise. URSA does that with streaming TV, video, slate coordination and targeted turnout.

A judge cannot promise how they will rule. So the campaign has to make voters trust who they are.

Why Judicial Races Are Different

Texas is one of the few states that elects judges in partisan elections: district judges, county court at law and probate judges, justices of the peace, and the appellate courts. On a long November ballot, a judicial race can be dozens of lines below the top of the ticket.

Since Texas ended straight ticket voting in 2020, voters who want to support a party's judges have to find and mark each race. Many skip them. Telling supporters exactly which races to look for, and making each name familiar before they get there, is most of the work.

Judicial candidates are also bound by the Texas Code of Judicial Conduct and the state's judicial campaign finance rules. They cannot make pledges about how they would decide cases. The message is about experience, temperament, fairness and character, and it has to be told well.

What Works in Judicial Campaigns

Video that shows character
Voters decide whether they trust a judge in seconds. Real footage of the candidate, their background and the people who know them does that better than any slogan. See campaign video production.
Slate campaigns
When several judges run together, shared production, data and media stretch every dollar and teach voters the whole slate at once.
Find the race on the ballot
Sample ballots and "look for us" messages that tell supporters where each race is, delivered by P2P, mail and digital.
Humor, carefully
A well made parody can earn attention no ad can buy, as long as it stays within judicial ethics.
Streaming TV by household
Streaming TV to likely voters in the judicial district, so a countywide race is not paying for the whole media market.
Turnout for supporters
Persuasion scripts and a daily early vote scrub, so the voters who already agree actually mark the race.