Redistricting changes the map. It does not change what actually moves voters. In this on-demand session, Resonate’s Dean De La Peña draws on data from recent elections, including the New York City Mayoral Race, to show how campaigns that understand the underlying values driving voter behavior outperform those relying on traditional demographic targeting alone. Watch to learn how to identify the emotional drivers shaping engagement in newly drawn districts, build values-aligned messaging that connects, and activate precise micro-audiences across channels to drive persuasion, mobilization, and retention.