Robert Biedroń’s success strategy in the election of the Mayor of the city of Słupsk in 2014. How to break the glass ceiling?

Abstract

This article is devoted to the election campaning of Robert Biedroń for the Mayor of the city Słupsk in the local election in 2014. It will be discussed about the issues related to building the candidate’s image, the backstage of creating an election strategy, the course of the campaign. An attempt will be made to sanswer the following questions: how to run an effective campaign with a small budget, how the media, both traditional and new, were used in the described campaign, what factors played a key role on the way to victory.