«Rita is going to do it», «Let Rita do it», «Rita the cantaora»... Since her time as a 15M activist in the Faculty of Political Sciences of the Complutense University, the candidate for Mayor for Más Madrid, Rita Maestre, has been the subject of this type of comment.

The striking campaign slogan with which the green force hopes to retake the capital is old.

Specifically, it dates from the first steps in politics of the now councilor.

«During the 15M movement we started together in Youth without a Future.

We had meetings to prepare campaigns in which to protest against the cuts and now when assigning specific tasks we said 'Who's in charge?

Well, let Rita do it' ».

The speaker is his classmate and campaign manager, Eduardo Rubiño, who has shared friendship and political activism with Maestre for 11 years.

A "joke we had with her to hang browns on her", which a decade later has become the starting signal for the campaign with which Maestre aspires to get Jose Luis Martinez-Almeida out of Cibeles's office.

A noble plant that he knows well and to which his former classmate, Manuela Carmena, arrived almost 8 years ago, whom the PSOE is now trying to seduce during the run-up to what is seen as a tough electoral struggle.

In common parlance, "let Rita do it" has a negative connotation and is used as a synonym for "let someone else do it."

However, Rubiño himself, along with Pepa, Vicky, Isa, Javi, David, Carmen -members of the Más Madrid communication team- have decided to turn it around and put on the spin doctor suit and use it as the electoral motto of their boss .

«The idea began to take shape in the communication team two months ago.

Both in formal meetings and in the beers afterward, "explains Rubiño.

"When he presented it to her," he recalls, "Rita was enthusiastic from the first moment."

However, there were still aspects to refine since, in addition to the chosen motto, other formulas such as "Rita will do it" or "Rita will do it" were considered.

Finally, "Rita is going to do it" won.

Why?

"She had more determination and better expressed the city project that she has," says Rubiño.

The programmatic idea is outlined in the proposals that, as a claim, are included in the three poster models -promising high-speed buses, fighting the climate emergency and "a public school in each neighborhood"- that "serve to exemplify the nature of the project.

It was then that they went to an image and advertising agency.

"We hired the PAR creative studio to take charge of the aesthetic development and to turn our idea into a visual product at the photography and design level," he explains.

«They made us four proposals and there was great unanimity when selecting the chosen posters because they offer a cleaner, more modern and exciting image.

In addition, Rita comes out great and iconic, "says his party partner.

The interest of Más Madrid in positioning Maestre as a pop icon, as was done with Manuela Carmena, hints at a personalist campaign in which they seek to associate an image of a mayor with their leader.

"We have drawn a Rita who goes from being a spokesperson for the opposition to an icon and candidate for mayor," Rubiño details.

Whether or not it is a successful strategy will be known on May 28.

Meanwhile, from Más Madrid they are satisfied with the impact of this action.

"The campaign will have a main slogan coordinated with Mónica García but 'Rita is going to do it' is a mantra that has come to stay."

According to the criteria of The Trust Project

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