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Situation
Nelson Mandela and the African National Congress had been fighting for decades to free South Africa from apartheid. In 1994, they were able to compete in South Africa’s first free and open elections, but the ANC was a liberation movement, not a political party, and they were fighting an election against the disciplined, experienced machine of the incumbent government. In their struggle, the ANC had won the right for all South Africans to vote, but to win the election they would have to prove to voters that they could also run the country.
Solution
 Greenberg, who had considerable experience in South African politics, and who as a professor at Yale had set up a Southern African Research Program, began working with the ANC as early as 1993. Using groundbreaking survey research conducted throughout South Africa, Greenberg Quinlan Rosner helped the ANC focus its campaign on the aspiration for “a better life for all." This future-oriented, inclusive and optimistic framework allowed the ANC to presents its plans and policies and emerge as the party ready to govern and lead. Conscious of the new context they were operating in, the ANC focused not just on mobilizing voters, but persuading them as well.
In 1994, Nelson Mandela would lead the ANC to victory and change the shape of South African politics forever. Greenberg Quinlan Rosner continued to work with the party to ensure success in later elections as current President Thabo Mbeki took over the leadership.
Methodology
Greenberg Quinlan Rosner worked with local researchers to provide qualitative research, face to face campaign polling, and strategic advice.
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