The Washington Post is reporting that First Lady Michelle Obama is striking out on her own separately branded campaign this election.
Michelle Obama, who has defined herself in the White House as mom in chief, has become a cheerleader-in-chief for her husband’s reelection campaign. This Friday she will launch an unusual campaign within the Obama campaign, which aides have dubbed “It Takes One.”
The program centers on organizing voter turnout and building neighborhood teams to work for President Obama’s reelection.
The first lady’s effort acknowledges a critical question looming over the 2012 race: Can Obama’s campaign revive its grassroots organization, which drew record numbers to mass rallies during the 2008 campaign?
“In the end it could all come down to those last few voters in a single state,” the first lady says in the video. “That one conversation you have, that one new volunteer you recruit, that could be the difference between waking up on November 7th and feeling the promise of four more years or asking yourself, ‘Could I have done more?’ ”
The increased role for Michelle Obama gives her a position that other first ladies have not had — overseer of her own branded reelection initiative.
It’s also a tacit admission that the First Lady is far more popular than her husband, and that his chances of energizing a grassroots super power like he did in 2008 have waned.